#33 Levi Strauss: The Man Who Gave Blue Jeans to the World
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The Hole in the Market
By 1852, the Strauss family was surely hearing many stories about the travels of their fellow Jews and their successes in California. Levi's actually already, I think he's like 20 years into a successful career as a wholesaler and manufacturer of Dry Goods. And that's when he has an even larger opportunity to do the blue jeans. So they identify a hole in the market. Gold meant wealth, but wealth was relative. There were other dreams beyond material goods. To be a laborer, enough gold could mean no more calloused hands or a back no longer bent under a hod filled with bricks.
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