Levi Strauss

Levi Strauss was built in 1873 on a single patent:

US139,121 "Fastening pocket‐openings", which protected "a pair of pantaloons having the pocket‐openings secured at each edge by means of rivets."

Next, the company stunned the marketing world by turning its back on PANTALOONS and embracing the word JEANS. But, Levi's great, great, great grandson had to wait until "Back to the Future" (with a little help from Bruce Springsteen) rocketed denim jeans from workwear to high fashion, and Levi Strauss to a $5 billion revenue a year company.

To protect its position in the market, Levi's relies heavily on trademarks; lags behind its competitors in registering designs; and ventures on the odd patent frolic.

Examples of Levi's trademarks:

Apart from registering the name LEVI'S and the labels on Levi's jeans, Levi Strauss also trademark registers:

its jean styles (501, 505, 511);
the stitching design on its pockets;
the leg seam outline; and
that little red tag on the upper side of the back pocket.

Examples of Levi's registered designs

To be honest, there are only so many ways to design a jean pant. But, Levi's efforts pale in comparison to G‐Star, which design registers nearly every item in its clothing range:

Examples of Levi's patents

It is difficult to beat a blockbuser rivet patent, and proudly again to proclaim "Patent Pending" ‐ understated, modest or coy?

US6,421,831 "Ergonomic garments" protects pants wherein the outer seam of each leg curves towards a user's plane of movement.

Possibly: Modest.

US4,289,820 "Fused belt loop strips" protects a belt loop made by:

place an adhesive panel over a fabric strip;
fold the major edges of the fabric strip over the adhesive panel; and
melt the adhesive panel to infuse the fabric strip and glue down the folded sides.

Correct: Levi's patented gluing down folded edges of a fabric strip!