“Showing their Levi’s” postcard from the California Rodeo Salinas (July 13–16, 1939), 1939. Levi Strauss & Co. Archives
The Museum is now open! Reserve your tickets here. For those who aren't yet ready or able to visit The Museum in person, we invite you to explore the virtual version of Predicting the Past: Zohar Studios, The Lost Years on this page.
In 1873, at the end of the California Gold Rush, Levi Strauss & Co., named for a Bavarian Jewish dry goods merchant in San Francisco, obtained a U.S. patent with tailor Jacob Davis on the process of putting metal rivets in men’s denim work pants to increase their durability. It was the birth of the blue jean. The CJM original exhibition Levi Strauss: A History of American Style showcases the life of Levi Strauss, the invention of the blue jean, and their iconic place in the history of American style.
“Showing their Levi’s” postcard from the California Rodeo Salinas (July 13–16, 1939), 1939. Levi Strauss & Co. Archives
From Buttenheim, Bavaria to San Francisco, California, discover the journey of Levi Strauss in this timeline from The CJM's original exhibition "Levi Strauss: A History of American Style." Follow the evolution of Levi's company from a small dry goods business to the world-wide phenomenon we know today.
Click here to view a still image of the Levi Strauss Timeline.
In the mid-1800s, people from all over the world rushed into California on an unprecedented scale. In this video, we consider how and why this migration to California occurred by exploring the story of Levi Strauss—the Jewish immigrant who came to San Francisco, patented the first blue jeans, and started a global phenomenon. This video is part of a series of educational resources that draws from The CJM's original exhibition Levi Strauss: A History of American Style.
Support for Levi Strauss: A History of American Style is generously provided by Maribelle and Stephen Leavitt; Gaia Fund; John Pritzker Family Fund; Lisa and Douglas Goldman Fund; Evelyn & Walter Haas, Jr. Fund; Mimi and Peter Haas Fund; The David Berg Foundation; John & Marcia Goldman Foundation; Suzanne and Elliott Felson; Colleen and Robert D. Haas; Dana Corvin and Harris Weinberg, in honor of Paulette Meyer and David Friedman, and Catherine and James Koshland; Kendra and Tom Kasten, in honor of Robert D. Haas; Michael Righi; Dorothy R. Saxe; David Saxe; Marilyn and Murry Waldman; and Rosanne and Al Levitt.
Lead Corporate Sponsorship is provided by Levi’s®.
Media Sponsorship is provided by the San Francisco Chronicle and KQED. In-kind support is provided by Corduroy Media.
Header image: Levi Strauss: A History of American Style (installation view), at The Contemporary Jewish Museum, on view Feb 13–Aug 9, 2020; photo by Gary Sexton Photography
Virtual tour photography: Levi Strauss: A History of American Style (installation view), at The Contemporary Jewish Museum, on view Feb 13–Aug 9, 2020; photo by Impart Photography
