On this day, Jacob Davis and his new partner, Levi Strauss, obtained a patent for the use of copper rivets to reinforce points of strain, such as on pocket corners and the base of the fly on denim trousers. Davis, a tailor who frequently bought denim cloth from Strauss, had the idea for the copper rivets but he did not have the money to obtain a patent. His solution was to propose a business partnership with Strauss, who quickly agreed. Levi jeans were originally designed for workers such as cowboys, lumberjacks, and railroad workers, but they started to become popular in the 1950s among a wide range of youth subcultures, including greasers, mods, rockers, and hippies. The casual look of the 1960s and 1970s saw the arrival of the ‘blue jeans craze‘ and the company expanded its manufacturing capacity from 16 plants to more than 63 in the US and 23 overseas in just one decade.
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