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Levi's
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Background: In 1873 the dry goods merchant, Levi Strauss, sold the first pair of lot 501 canvas waist-high work pants to miners working the California gold rush. The tough, durable, handmade work pants quickly became the standard dress for miners, railroad workers, cowboys and laborers in the western frontier. Levi Strauss replaced canvas with blue denim and reinforced the seams with copper rivets. He focused on making only rugged work pants and built a very successful and focused business.
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