Levi’s South Africa gave me an opportunity to represent the brand in an international immersion trip, in San Fransisco. Basically it’s a trip where we would be educated about brand, i.e the history, manufacturing process etc. 


I’m going to give you a quick summary of the history of Levi Strauss and Co. The company itself was started by Levi Strauss, a Bavarian who migrated to New York City in the 1800s. Aside from being in business; Levi Strauss was also known for his philanthropy, till this day the brand still celebrates his commitment to community, philanthropy and devotion to creating quality products. The first blue jean was created in 1973 by Levi Strauss and Jacob Davis, a local tailor. This was the first pair of jeans to have rivets (short metal pin or bolt for holding together two plates of metal, its headless end being beaten out or pressed down when in place), these ‘jeans’ were known as waist overalls. 


I had the opportunity to view some of the oldest jeans at ‘The Vault’, this is the place where they keep the history of Levi’s. Below I have a photo of the first Levi’s Jean which was created in 1879 and they were called XX. 


The rest of the photos just follows the history of Levi’s, from the cowboy jeans to the first known female pants which were known as the Lady Levi’s Jeans. 
Anyway, after our tour of the Levi’s headquarters we went through to the Levi Flagship store on Market Street, by the way did you know that there’s ‘Made and Crafted Levi’s’? I didn’t know that. Anyway pretty dope stuff, I obviously had to scoop a pair which hugs my body so perfectly. 


The most important day arrived, I had the opportunity to meet Jonathan Cheung (Head designer at Levi’s) and Karyn Hillman (Chief Product Officer). Listen, Jonathan is perhaps the most charismatic man and he has a quote to answer every question. Karyn is calm and sophisticated, what a force. I’ll have Karyn’s interview up in my next blog post. 

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Our second last day in San Fran we watched the greatest performer alive, Mrs Beyoncé Giselle Knowles-Carter. I really don’t need to say much more but I am obsessed with this women, I left the Levi Stadium with life lessons. I can’t explain it even if I wanted to, needless to say I’m in awe. 


Basically this trip opened my eyes and I’m grateful to be aligned to a brand such as Levi’s that believes in creating a difference, focusing on quality and constantly being innovative but remaining true to the blue jeans.