The brand’s advertising rode the countercultural wave, capitalising on its status as a badge of coolness and freedom
in a Bavarian village in 1829, fleeing anti-Semitism with his family at 17. From New York he caught a steamer to California, a newly minted American citizen, with a view to expanding the family’s dry-goods business. But these were the heady days of the Gold Rush, and the young man dreamed of making it big. His initiative paid off so well that you may be wearing his invention now: his name was Levi Strauss.
“Levi Strauss: A History of American Style” at the Contemporary Jewish Museum in San Francisco deftly weaves together corporate, cultural and social trends to tell the story of one of the country’s most famous exports. When Strauss died in 1902 he was eulogised as one of San Francisco’s foremost philanthropists and a pillar of the Jewish community. Nobody could have anticipated that the firm he bequeathed to four nephews would define America’s style and become a global juggernaut.
. Marilyn Monroe wore Levi’s; Andy Warhol immortalised them. Even Albert Einstein was spotted in a Levi’s bomber jacket. Jeans that graced the haunches of the famous—including Patti Smith, Madonna and Beyoncé—fill the gallery and span the decades.
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