Levi Strauss: Created an American Icon

Foreign protests against American policies and globalization are fairly common. Television news often shows a street scene with an unruly mob assaulting a McDonald's franchise (probably owned by locals). After all, McDonald's is a symbol of American capitalism and globalization. The delicious irony is that so many members of the mob wear Nike shoes and Levis, two other quintessential American icons. Even more incongruous is that the story of Levis does not begin in the States, but in a small town in Germany, where Löb Strauss was born. Now known as Levi Strauss, with a company bearing his name, the German immigrant's story is one of great success brought about by hard work, determination, and a family's unstinting support and devotion for one another. Award-winning author Daniel Alef tells the story of Levi's journey to California's gold fields and the development of the iconic jeans with riveted pockets worn today by people all over the world. [1,532-word Titans of Fortune article]