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We invite you to explore the virtual exhibition Levi Strauss: A History of American Style. Hover over the blue arrows in the floor plan to see installation views and read exhibition wall texts.

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About the Exhibition

In 1873, at the end of the California Gold Rush, Levi Strauss & Co., named for a Bavarian Jewish dry goods merchant in San Francisco, obtained a U.S. patent with tailor Jacob Davis on the process of putting metal rivets in men’s denim work pants to increase their durability. It was the birth of the blue jean. The CJM original exhibition Levi Strauss: A History of American Style showcases the life of Levi Strauss, the invention of the blue jean, and their iconic place in the history of American style.

Seven women in cowboy hats lined up wearing Levi's jeans

“Showing their Levi’s” postcard from the California Rodeo Salinas (July 1316, 1939), 1939. Levi Strauss & Co. Archives

EXHIBITION Content
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Supporters

Support for Levi Strauss: A History of American Style is generously provided by Maribelle and Stephen Leavitt; Gaia Fund; John Pritzker Family Fund; Lisa and Douglas Goldman Fund; Evelyn & Walter Haas, Jr. Fund; Mimi and Peter Haas Fund; The David Berg Foundation; John & Marcia Goldman Foundation; Suzanne and Elliott Felson; Colleen and Robert D. Haas; Dana Corvin and Harris Weinberg, in honor of Paulette Meyer and David Friedman, and Catherine and James Koshland; Kendra and Tom Kasten, in honor of Robert D. Haas; Michael Righi; Dorothy R. Saxe; David Saxe; Marilyn and Murry Waldman; and Rosanne and Al Levitt.

Lead Corporate Sponsorship is provided by Levi’s®.

Media Sponsorship is provided by the San Francisco Chronicle and KQED. In-kind support is provided by Corduroy Media. 

Image Credit: 

Header image: Levi Strauss: A History of American Style (installation view), at The Contemporary Jewish Museum, on view Feb 13–Aug 9, 2020; photo by Gary Sexton Photography

Virtual tour photography: Levi Strauss: A History of American Style (installation view), at The Contemporary Jewish Museum, on view Feb 13–Aug 9, 2020; photo by Impart Photography