SF Trademark #1 -- Levi's

Before Levi's jeans were an international icon, they were just one part of a product line that mainly consisted of wholesale fabrics. Initially jeans were work clothes for laborers and cowboys; it wasn't until the 1960's that they became, as Britannica puts it, "internationally a characteristic part of clothing for both men and women."

The Levi's trademark shown above, no. 0250265, was registered in 1927 for overalls and blue jeans. Registration of the name and look of the mark continues today, as does the company's association with San Francisco, where its headquarters are located.

Click here for the Britannica article on blue jeans. (Library card required.)
Click here for the full text of the trademark registration.