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#33 Levi Strauss: The Man Who Gave Blue Jeans to the World
Founders
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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