“Showing their Levi’s” postcard from the California Rodeo Salinas (July 13–16, 1939), 1939. Levi Strauss & Co. Archives
From Marilyn Monroe to Andy Warhol to Ice Cube and Dr. Dre, Levi's have long been worn by those seeking to rebel, to stand out, to make a difference. Despite their uniformity, Levi's jeans embody the spirit of the individual and the call to rebel. In this Sunday Story, presented by CJM School Programs Manager Cara Buchalter, learn about the blue jean's legacy as a symbol of rebellion and change.
This video was originally published on The CJM's Facebook Live on April 19, 2020.
During The CJM's temporary closure, we're providing weekly live video presentations that explore Jewish culture, history, art, and ideas. Sit back, relax, and discover new stories every week!
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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.
“Showing their Levi’s” postcard from the California Rodeo Salinas (July 13–16, 1939), 1939. Levi Strauss & Co. Archives
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.
Buddy Motorcycle Club vest and t-shirt, David Cunard and Walter Shuster Motorcycle Club Collection, ONE Archives, USC Libraries; and Harley-Davidson denim jacket, Levi Strauss & Co. Archives. Photo by Impart Photography