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Utilizing the best denim in the world at the time, Levi Strauss and Co established itself as a beacon of quality for next 150 years.
In 1890, lot number 501 was assigned to the waist overalls with the copper rivets and button fly. Lee was a man who headed west after starting a bright business career on the East Coast only to have it derailed by bad health.
The Cowboy Although many frontiersmen never wore a pair of jeans and instead opted for buckskins, in the last century denim has become the trouser of choice for the American West’s most visible ambassadors.
Both Will Rogers and John Wayne wore them and countless rodeo legends as well.
It sold like hotcakes, in part because the designers catered to the men wearing them and made them easy to slip on and off and innovated with the now classic zipper.
Lee has continued to grow over the last century, in large part to smart marketing and sponsorships including the founding of the National Cowboy and Western Heritage Museum.
Think Marlon Brando in with his leather jacket and rolled cuff blue jeans.
The Young Rebel Today, nothing could be more mainstream than denim, but jeans used to be the badge of the rebel, the man who broke from the traditional dress of society and rejected the old way of doing things.
Lee Cooper Lee Cooper Jeans are less well known in the USA but have a loyal following in England and Europe, and for good reason.The brand made a name for itself during WWII when rationing made anything but denim a luxury.With only 30 ration coupons for clothing, working men had the option of a business suit for 26 coupons or a pair of Lee Cooper overalls for 2 (or better yet – jeans for 1).The Lee Cooper Brand grew quickly in the 50s and 60s under Harold Cooper, and now sells clothing in over 70 markets around the world.
Other options outside the Big 4 brands: Designer Jeans High fashion brands began to push out jean lines in the 1970s, but saw the market fade within a decade.By closely associating itself with the American Southwest, the jeans built a strong and loyal base among the western crowd. First making waves in a Minnesota shop store window back in 1920, Buddy has since been spotted promoting Lee Dungarees in a variety of strangely funny commercials.