The history of clothing in the United States?

American cowboy "Cowboy" this word actually comes from the Spanish? It is a direct translation of the Spanish word "Vaquero". "Vaquero" was developed from the root word "vaca"? meaning "cow"? Therefore, "Vaquero" translates into English as "Cowboy". The earliest cowboys were the descendants of Europeans who came to live in the Americas. The word "Jeans" means jeans. First documented in 1567? was the name given to the pants worn by sailors on merchant ships from the Italian port city of Genoa, or Genoese. Genoese" or "Genes". It was only from the 1860s that the name "Jeans" was officially adopted by Levi's. Before that it was known as "Jeans". Prior to that it was known as "overalls" or "pants". In the 1850s? The discovery of a large gold mine in the western United States? Countless people dreaming of wealth like a tide of people flocked to the desolate and depressed West. There is a 20-year-old hairy boy Levi? Strauss could not resist the temptation of gold? Gave up his long tiresome clerical job? Join the vast gold rush. Levi came to San Francisco? Because of the many gold miners? The moment of decision? Give up from the sand in the gold? Instead, from the gold miners "gold". He opened a small store in the local sales of daily necessities? Business is very prosperous? But the purchase of a large number of tents, wagons canvas with no one asked for. To deal with the backlog of canvas? Levi tried to use it to cut low-waisted, straight-legged uniform, hip tight small pants? Sold to the gold miners? As more wear-resistant than cotton pants? The gold miners were very popular. "Levi's pants" spread. Levi sold his small department store? Levi sells his small department store and opens a company specializing in canvas overalls. On May 20, 1874? Levi's began selling blue jeans with brass rivets. There was no fancy name? LEVI'S 501 became a household name. Since 1936? Levi's began sewing the white and gold "LEVI'S" red flag on the back pants pocket. This became a registered Levi's logo. Levi's improved the fabrics and styles of work pants and began to pay attention to the promotion of its products. began to pay attention to its products to publicize. First? He registered a graphic trademark for the company's overalls? Trademark on the drawing of a pair of pants on both sides of the waist tied a horse? The horse's head is facing the opposite direction? Each horse is accompanied by a man with a whip. Above the graphic it says? "The only pants patented with riveted reinforcement"? Below that, it says? "You can't tear it, you just can't tear it." The logo was very eye-catching and was quickly recognized by consumers. It was quickly recognized by consumers. "Levi's pants" were originally shorts? In order to prevent mosquito bites? Levi's shorts changed to long pants? And designed as a Spanish shepherd boy short gear skinny pants style? Sewing with walking bright line and copper rivets to enhance the fastness of the pants? And also has a clear decorative effect. The gold miners wore these strong and wear-resistant pants to look especially handsome? When they go to the city for vacation? This durable, convenient and style beautiful, chic attire attracted a lot of attention? So began to be popular among people in more professions? Gradually become the American public favored fashionable clothing. However? Because of its lowly origin was strongly rejected by the upper class? Numerous schools had expressly prohibited students from wearing it.

The 1930s and 1940s saw the popularity of American western movies. American western movies were popular. Levi's capitalized on this opportunity? Hollywood movie stars wore "Levi's pants" in their performances? In the movie to play a chivalrous, handsome western cowboy image? So the movie fans will wear the stars of the work pants called "Jeans" (jeans). Since then? Many people in the eastern part of the United States also have a pair of jeans as fashion. After World War II, a large number of babies were born in the United States and Canada. After World War II, a large number of babies were born in the United States and Canada (the famous baby boom in U.S. history). Levi's boss was thinking about this question? What kind of clothes will these children like to wear when they grow up? Like what kind of lifestyle? And he made a bold prediction? These kids would grow up tired of the routine, the suits and the dresses? And would like to pursue a more casual lifestyle. Based on this judgment? He began to develop wide twill fabrics for the production of jeans. In the 1960s? Wearing this kind of broad line twill fabric rough cloth clothing became a kind of life fashion of American young people. In 1971? Levi's went public. After acquiring Perry Ellis, Oxford Suits and women's clothing manufacturer Koret? Levi's soon fell into the trap of trying to fulfill all the needs of all the people. Levi's non-jeans business proved to be a big mistake? Fortunately, its jeans business continued to grow. In its heyday? which was 1981? Levi's jeans sold 502 million pairs in the U.S. market alone. Apparently? Not only cowboys and young people? There are many other people wearing these pants. Considering Levi's business and family tradition? Levi? Strauss's descendants? The Haas family began to play an increasingly active role in running the company? They privatized the company? They privatized the company and sold off all non-jeans businesses. Levi's refocused on the jeans business. To emphasize this, in 1987? Levi's launched the Dockers line, which would become a huge hit. But by the '90s? Blue jeans, which were worn as a uniform by the rebel and denim-worshipping generation, began to fade from the forefront of fashion. They began to fade from the forefront of fashion. 1989? Levi's sales in the U.S. fell to $387 million from the original glory of $502 million. Many new competitors had also killed off the market. Suddenly? The red Levi's logo was shaking in the face of competitor pushback. 1990? Levi's had 48.2% of the market in the jeans category? By 1998? Levi's dropped to 25.0%? Levi's leadership was gone. When Robert Hayes took over Levi's in 1996? Hayes took the helm of Levi's? He put one of the world's most successful brands under four men? him, an uncle and two cousins. The Harvard MBA, who had worked for Peace and McKinsey before joining Levi's, brought an enlightened management approach to Levi's, an old-fashioned apparel maker? and received up-and-down praise from the media. The company also began a gradual repositioning of its mission? Levi's was to go from being a responsible and successful company to being "the authority on casual wear". Levi's developed a strategy of "Think Globally, Act Locally". Act Locally" strategy. to become a global American apparel manufacturer. In most foreign markets? Levi's boldly promoted its deep American culture? The vast majority of European and Asian consumers consider Levi's jeans to be synonymous with exceptional style. Levi's bold and innovative global marketing campaigns yielded excellent results? As the domestic market continues to contract? Foreign sales have become the main contributor to Levi's growth. By building a solid foundation centered on jeans? accompanied by a well-designed product and market development program? Levi's has found ways to increase profits in the face of a declining domestic jeans market. American denim brand - Lee trademark. The label pattern is simple and clear? Give people more space to think? It was founded in 1889 by the American Henry? David? Lee founded by H?D?Lee company production and marketing Lee brand. Its main contribution is to break the men's monopoly on denim? Launched women's jeans in 1949. which started a trend of women wearing jeans. The American cowboy culture that rose from the ground? Different from European and Indian culture? And absorbed the essence of a variety of cultures? Make their own development. With the power of the United States? American culture began to popularize the world. Cowboy culture is even more popular with the image of cowboys in the movie. Through many facts and legends? Cowboys have become a great representative of American culture. And jeans and cowboy clothing? have become a distinctive symbol of the American cowboy culture