In 1848, in California a Gold Rush began. Among dynamites and other things, miners (gold diggers) needed strong clothes, that could withstand hard work! A number of years later, this piece of fabric became a fashion craving, that lasts for 146 years!

Gold diggers from California are called #forty-niners

In 1851 Levi Strauss came from Germany to NY, to his brother who held dry goods business. As he heard about the Gold Rush, he went to San Francisco (1853) to establish Western Branch of the family business.

One of Levi’s customers was Jacob W. Davis – a tailor from Nevada, who tried to make pants that could resist rough working conditions.
Davis was making functional items, such as tents, wagon covers or horse blankets. One of the forty-niners (gold diggers) ordered a pair of pants that could resist hard work. And he made it…

Trousers were made of denim, that Davis bought from Levi Strauss & Co. He made them stronger, by placing copper rivets in the spots where pants rip the most.

Davis convinced Levi Strauss to apply for a patent for producing the most durable clothes at that time ! Since then Levi Strauss and Jacob W. Davis became partners.