Sullivan on the Myth of Levi’s Jeans: The San Francisco Standard

Journalism Department Affiliated Faculty James Sullivan spoke about the history of Levi Strauss, and his role in creating the most famous jeans brand to The San Francisco Standard.

Sullivan previously wrote about Strauss in his book Jeans: a Cultural History of an American Icon. 

“Levi’s figured out brand identity before everyone else did. You’re telling a story by choosing to wear a pair of Levi’s.” 

James Sullivan

Read more about Strauss, and the actual first commercial jeans brand — Sweet-Orr, in The San Francisco Standard.