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Levi's through the years

LEVIS Photo: AP
LEVIS

March 21, 2019 11:51 AM

NEW YORK (AP) — Levi Strauss & Co. is going back to the public markets after 34 years.

Here are milestones of this iconic brand whose roots date back to 1853 when its founder Levi Strauss opened his first dry good business.

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1853: Levi Strauss arrives in San Francisco and opens a wholesale dry goods business, selling clothing, blankets and handkerchiefs.

1873: Levi Strauss and Jacob Davis receive a patent on the process of riveting pants by the U.S. Patent Trademark Office.

1902: Levi Strauss dies. His nephews inherit the business.

1906: San Francisco earthquake and fire destroy Levi Strauss & Co. headquarters. A temporary headquarters opens while a new factory is built.

1928: Levi Strauss & Co. registers the Levi's name as a trademark.

1934: Lady Levi's jeans are unveiled, marking the first pair of jeans for women.

1960: The word "jeans" replaces "overalls" in its advertising and on labels.

1971: Levi Strauss becomes a public company.

1983: First European store is open, and within eight years, there are 527 stores throughout northern and eastern Europe.

1985: Levi Strauss is taken private.

1986: The Dockers Brand launches. The brand helped to drive the 1990s trend of "Casual Fridays" in the workplace.

2019: Levi Strauss & Co. again goes public.

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Source: Levi Strauss & Co. website.

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Credits

By The Associated Press

(Copyright 2019 by The Associated Press. All Rights Reserved.)

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