From singing 'Purani Jeans' to actors in Hollywood films and now from activists to new-age politicians, jeans have become a part of our wardrobe. In the year 1873, a businessman named Levi Strauss had patented Levi's jeans or rather uniquely designed worker pants in San Francisco. As interesting as the story of this international brand that started 150 years ago, it also has a connection to Bengaluru.
When the 'California Gold Rush' happened in America , suddenly people started running to work in the gold mines. At that time, there was a problem with the worker paints that were torn or torn from the pocket, because the weight of the tools was more. Levi Strauss found a solution to this and created a paint design by applying metal rivets. Today we and you know it by the name of jeans.
Levi's threat from Hollywood to Bollywood
In these 150 years, Levi's jeans have come a long way. These jeans, which were once worn by miners, became popular among common people in Hollywood films, when John Wayne started wearing them in his films with his cowboy image. After this, she joined the 'biker gang' image with a leather jacket. After this, this film got associated with actors, rock stars, activists, politicians, professors and youth.
In India too, you can see Dharmendra in jeans in old Bollywood films, but the task of taking it to every household was done in the 80s and 90s. This was the period when after Sanjay Dutt and Sunny Deol, films with the college boy image of Salman Khan, Shah Rukh Khan, Aamir Khan, Akshay Kumar and Ajay Devgan were becoming popular. Economic liberalization had started in India and money started reaching people. All this made Levi's jeans a status symbol.
Levi's has a special connection with Bangalore
It's not that Levi's hasn't had its ups and downs in its 150-year history. After jeans became very popular, many brands entered this segment, in which Calvin Klein, Tommy Hilfiger and Gap are very big names. Levi's could not compete with them and its sales started falling. Then came 2011, when the company hired a new CEO, Chip Bergh.
Chip Bergh traveled to Bangalore in his second month on the job. He asked the company's employees there to arrange an in-home visit for the consumers, so that their feedback could be taken. In this visit, he met a 29-year-old professional woman who belonged to an upper-middle class family.
According to the news of ET, that woman had 10 jeans of different brands. She lived with her parents and studied at Cambridge University. He had 2 out of 10 jeans from Levi's, but Chip Bergh talked about those jeans only later.
When the woman started telling about her jeans, she told some quality of each brand's jeans, but when it came to Levi's, the woman said, 'You only wear jeans of other brands, but Levi 's you live with. It was from here that Levi's got its new ad campaign idea 'Live in Levi's', and the company also increased its focus on women's clothing.
Today India's Deepika Padukone is the brand ambassador of Levi's not only in India but at the global level.
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