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Jeans and Levi Strauss

Like many other American cities, San Francisco has got some unusual tourist attractions. For example, 250 Valencia Street, the home of the Levi Strauss company.

The company first started making jeans in San Francisco in 1853. After the 1906 earthquake, they had to move into their present building.

 Levi Strauss was born in Buttenheim, Bavaria. He emigrated to the United States in 1847 when he was 18. When the gold rush began, Levi Strauss went to California.

He planned to start a business in California with a relative. They wanted to open a shop selling material. Unfortunately, a lot of the material was stolen on the way. And Levi Strauss  had to sell some of it because he was so poor. The business was not successful. So Levi Strauss started to dig for gold. The other workers laughed at the holes in Levi Strauss´s trousers. So he took some tent canvas to a tailor´s and asked him to make him a pair of trousers. Soon everybody wanted to have canvas trousers.

Levi Strauss was in business again. He had found his own kind of gold.At first his jeans were word by gold diggers and cowboys and not by just about everybody until 1954 when the young American actor, James Dean, wore jeans in the famous film East of Eden

Just think, if the other gold diggers hadn´t laughed at Levi Strauss, would you be wearing jeans today?