Throwback Thursday: Blue Ribbon Innovation

Tracey Panek, LS&Co. Historian
Levi Strauss & Co.
June 4, 2015

Last week’s announcement of our new partnership with Google is generating a lot of excitement about the future of wearable technology. The potential to create connected Levi’s® brand clothing is a prime example of how we’re using innovation to help address the challenges of modern life.

Since our original invention of the blue jean, we’ve continually introduced industry-leading (and award-winning) innovations related to both our products and our processes.

In 1915, at the Panama Pacific International Exposition (PPIE) in San Francisco, Levi Strauss & Co. had two significant innovations on display: a revolutionary manufacturing process and our first venture into the youthwear market.

The PPIE featured a variety of exhibit halls called “Palaces,” and LS&Co. hosted a large booth inside the “Palace of Manufactures and Varied Industries.” The booth housed a working sewing line where workers made Koveralls — our one-piece children’s garment that was launched in 1912.

Koveralls ad 1915

As part of the Expo, exhibitors entered various competitions. The LS&Co. exhibit took home several prizes for our garments — we also were recognized for innovation in manufacturing. We received a first prize for being the first to apply the assembly line process in the apparel industry.



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