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"Something new - and already an immense success!" Levi Strauss (1829-1902, above) was born in Bavaria where the right of residency for Jews remained restricted until 1861 and only the oldest son was allowed to marry. Strauss emigrated to California, and in 1853 he began to manufacture pants from blue denim; reinforced with copper rivets. The garment - sold under the name "Levis" - first became very popular with gold miners and farmers, and later with everybody else.

Advertisement from Levi Straus & Co. , ca. 1880.