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Levi's are a brand of riveted denim jeans manufactured by Levi Strauss & Co..Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during the California Gold Rush (which peaked in 1849), manufacture of denim overalls only began in the 1870s.
Modern jeans began to appear in the 1920s.
By the 1990s, the brand was facing competition from other brands and cheaper products from overseas. Production facilities in Canada and the United States closed and supply of finished products came from places like China, Hong Kong, Vietnam, Lesotho, Dominican Republic, Colombia and Mexico.
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