Doris C. Williams

Blue jeans are regarded the world over as an "American" trademark. Once strictly work pants, jeans have become appropriate city, campus, and even office attire. In this article, author Doris C. Williams provides a chronological history of Levi's-the company that pioneered blue jeans with its "501" brand. Dutch immigrant Levi Strauss introduced the heavy work pants during the California gold rush as a solution for miners who kept tearing their lightweight clothing, but only after World War II did blue jeans become a staple of American fashion.

A FORMULA FOR SUCCESS: COMBINE DEMAND, INgenuity, and vision. Blend in a few well—placed copper rivets, some indigo dye, and a length of heavy serge de Nimes fabric. Collect all of the above in San Francisco and assemble under the supervision of a Latvian tailor. Add...