Levi's
Levi's partnership with Beyoncé for the Cowboy Carter era brought western-influenced denim to a global audience. Campaign imagery channeled rodeo culture, sunbaked landscapes, and Black western identity.
THE HOUSE
San Francisco, denim, and a patent
A wholesaler first
Levi Strauss came west in 1853 to open a branch of his brothers' New York dry goods business and spent twenty years selling cloth to the small stores of California. The company that made the blue jean began as a wholesaler that never made anything at all.
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1853
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4
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