The Origins of Levi Strauss Blue Jeans

Let's Talk Rusty Iron: Lowly blue jeans got their start in California's gold camps.

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A postcard featuring the Levi Strauss exhibit at the 1939 Golden Gate International Exposition held on Treasure Island in the middle of San Francisco Bay. Hand-carved figures of famous rodeo stars of the day were dressed in miniature Levi’s. Called the “Electric Rodeo,” the creation was described by Strauss as “A 100-percent mechanical rodeo. It moves. It talks … (It’s) the talk of Treasure Island.”