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  • [In a Moment of Vision...]


  • It's the height of the Gold Rush, 1850s California.


  • A young tailor named Jacob Davis notices that his gold-mining customers are wearing through pants faster than they can patch them.


  • In a moment of vision, Davis adds reinforcing metal rivets to his pant design, strategically placing them at points of strain, like the corners of pockets and the base of the fly.


  • The enhanced trousers are soon in high demand.


  • In order to take out a patent on the highly successful riveted pant, Davis needs a business partner.


  • He approaches the supplier of his cloth, a dry goods merchant by the name of Levi Strauss.


  • Strauss and Davis begin manufacturing pants out of denim, and continue to modify the design to accommodate their customers.


  • It is rumored that the removal of the crotch rivet was due to a complaint from the miners that squatting too near a campfire in their typical underwear-free fashion could be painful.


  • Jeans continued to be modified and diversified over the years, eventually becoming an everyday fashion item for both work and play by the 1960s.


  • Today, 96% of American consumers own at least one, if not many, pairs of jeans.


[In a Moment of Vision...]


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