"As a young working-class German immigrant, Levi Strauss left his family's dry goods business in New York City to journey out west for the California Gold Rush. Only Levi wasn't looking for gold--he wanted to provide the miners with sturdy clothes to wear while they worked in the dusty river beds. His solution? Blue jeans--pants made of strong denim fabric--which have become one of the most beloved and fashionable clothing items in the world"-- Provided by publisher.

"An official Who HQ book"--Cover.

Who was Levi Strauss? -- Life in Bavaria -- Coming to America -- California, here I come -- Natural salesman -- The West opens up -- Merchant prince of the Pacific Coast -- The birth of blue jeans -- Blue jean fever -- Levi's workers -- Sharing the wealth -- The Levi legacy -- Levi's today -- Timelines.