The Story of Levi Strauss & Co.: The Origin & Evolution of an Icon

Join historian Tracey Panek for an engaging talk exploring the fascinating history of Levi Strauss & Co. This in-person event delves into the origins of one of the world’s most iconic apparel brands, tracing its evolution from a small dry goods business in San Francisco during the Gold Rush to a global leader in denim. Participants will gain insight into the innovative approaches, design milestones, and cultural impact that have shaped the brand over more than a century. Through stories, historical artifacts, and personal anecdotes, attendees will discover how Levi Strauss & Co. became synonymous with quality, durability, and timeless style. This talk also highlights the company’s contributions to fashion, workwear, and popular culture, providing a deep appreciation for its enduring legacy.

During the session, attendees will have the opportunity to engage with the historian, ask questions, and gain behind-the-scenes knowledge about Levi Strauss & Co.’s practices, brand philosophy, and product innovations. The talk is suitable for history enthusiasts, fashion lovers, students, and anyone interested in entrepreneurship or American cultural history. By attending, you will not only learn about the brand’s beginnings but also understand how it adapted to changing times while maintaining its identity. The session promises an informative, interactive, and memorable experience for all participants. Whether you are a long-time fan of Levi Strauss & Co. or new to its story, this event offers a rich exploration of one of the most influential brands in the world.