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Levi Strauss brought tent canvas to the gold fields of California in 1853 to start a branch of his brother's New York dry goods business. He quickly recognized the need for heavy pants that would wear longer in the rough prospecting/gold mining business.
He began making such pants from his canvas. Because of their durability they were well received, but were coarse and chafed the wearer. Strauss substituted twilled cotton (now know as denim) he got from France and jeans were born. Twenty years later a partner suggested using rivets for strength and the rest is history.
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