I don’t think I’ve written a single blog post here about the stock market, but the fact that Levi Strauss is once again considering going public, well that really deserves a mention. Would an initial public offering (IPO) of Levi Strauss stock interest you?

When I saw the news this past week, I have to say I was a bit confused. Levi’s has been an incredibly well known denim brand for generations. It has been privately held & public in the past. Tech startups tend to be the IPO listings I hear about so I had to shake the cobwebs out of my mind and focus on it.

Levi’s: The High School Years

I love the various brands that bring us cotton clothes even though for a long time, all my clothes were handmade. And those first pairs of store bought jeans… well, my junior high and high school years were Levi heavy. Sure there were years when some would get Chic or Jordache jeans, but my family didn’t really do those. We kept clothes pretty basic.

Levi jeans were a constant in my life and I’ve been thinking more about them recently. I still love 100 percent cotton jeans more than blends even though I have bought several pairs with a bit of stretch. Those 100 percent cotton jeans need to be broken in a bit. But as you wear them, they form to the body that wears them routinely.

But I wonder whether how many people are thinking of Levi stock — which is planning to launch on the NYSE as LEVI according to CNBC. I read that piece and one by Motley Fool on 5 things to know about the IPO. And have to tell you the Motley Fool offers a lot more insight.

Global Footprint

The one thing the piece doesn’t mentions that I have anecdotes on, is the value of the Levi’s brand outside the U.S. When I have gone on various big trips, usually overseas or I have hosted friends here, Levi’s is a seminal brand (I mentioned this as I wrote about Justin Timberlake’s new line of clothes.)

I can’t help but wonder whether the growing middle class in some parts of the world will be wanting more jeans and all. If so, will Levi’s be positioned better than other brands? Name recognition may be there but product development will be critical too.

Would you buy Levi’s stock?

The post Taking Stock in Levi’s? Levi Strauss is Launching an IPO appeared first on Hundred Percent Cotton.

A historic Levi Strauss ad painted on the side of a building in Jacksonville, Oregon

I was just scanning through some things and saw this bit of history from Cotton Inc:

On May 20, 1873, an American icon was born when Levi Strauss and Jacob Davis were given a patent for their copper rivet fasteners for denim trousers. The blue jean has since secured its place in American culture and in world fashion as a “go to” garment. Changing fashion styles and attitudes altered the look of the blue jean over time, but until recently, the blue jean had remained true blue to its cotton origins. The recent influx of man-made fibers into blue jeans is not a good fit for many consumers, and could affect the care, wear and expected five-year longevity of their beloved blue jeans.

Seriously? Today is the birthday of blue jeans? And I’m stuck here wearing a sundress? Granted, I have on a denim jacket but wow, am I bummed I didn’t know this when I got dressed this morning.

The history of denim as being all cotton, comfortable and crazy durable earned it a spot quickly with folks who work hard physically like farmers and pioneers of the west. Denim and the beloved American blue jeans have continued to catch on and now you can find really expensive fashion jeans or cheaper work cuts. And when traveling in some foreign countries, I have found taking someone a pair of 501s is the fastest way to their heart!

I have to say, while the addition of a small amount of spandex or something to cotton to help jeans keep their shape, Cotton Inc hits the nail on the head when it comes to denim that includes higher percentages of man-made fibers.

CI’s Kim Kitchings says “Consumers love denim. We know from our Lifestyle Monitor data that U.S. consumers own an average of seven denim items and wear jeans an average of four days a week. We also know that 60% of consumers would pay a little extra to get more cotton back into those jeans.”

I definitely have more denim pieces in my wardrobe than the average Joe, but I can tell you the jeans I have with more synthetic fibers… they don’t come out of the closet much. They are not as comfortable, they don’t breathe with my body and they just don’t have that comfy feeling my other jeans do. I tried something different in buying one or two pair and I didn’t like it. My cotton awareness and prioritization though is unique according to CI:

Some fault may actually lie with the consumers and what Kitchings calls “label apathy.” “Today’s consumers have been wearing jeans most of their lives and are familiar with how to care for them,” says Kitchings. “The rules change when there are higher percentages of one or more man-made fibers.” Kitchings points to Lifestyle Monitor data that reveal less than half of consumers check the fiber content or laundry care labels when purchasing a garment.

So, I have to tell you, take the time to read labels and think about what’s on them. You may also want to follow these tips from CI’s Vikki Martin who says, “Always check the labels for fiber content information and care instructions; knowing what you’re getting and how to care for it will help extend the life of your jeans or any garment.”

Martin has the following tips on proper denim care:

• Before laundering, always check the sewn-in tag for specific care instructions.

• Invest in quality detergent to help extend the life of denim jeans.

• To preserve the color of denim jeans (especially dark washes), turn them inside out before laundering, then line dry.

• If denim jeans are overly stiff, soak them overnight in a washing machine with water and a cupful of fabric softener. Run the load normally the next morning.

• If denim jeans are not dirty but need a boost: wet them with water, let them spin in the washer, and then tumble or line dry.

You can see the original release Majority of Consumers Bothered By Man-made Fibers in Their Denim on the Cotton Incorporated website.

The post The Day Blue Jeans Were Born — Celebrating Levi Strauss & Denim appeared first on Hundred Percent Cotton.