Jakarta, CNBC Indonesia – Who doesn't know Levi's pants? This brand is a popular pair of trousers among Indonesians. In fact, the Levi's brand has become a pronoun for jeans. Trouser repairmen only use 'Vermak Levi's' as a marker.

However, not many people know that Levi's trousers are closely related to a Jewish businessman named Levi Strauss. Levi was a German who came to California, United States, in the mid-19th century. He came to trade because at that time California was starting to become busy due to the presence of gold mining.

For Levi, being a trader is not a new job. Because Levi was born and grew up in a Jewish merchant family. His father and mother, who had previously successfully started a business in Germany, often involved Levi in ​​business matters. On this basis, he understands quite well about business mechanisms.

As a result, since deciding to live in California, he immediately started trading. According to the book Inventors and Inventions (2008) Levi then founded Levi Strauss & Co. which sells clothes and household equipment, such as combs, mirrors, towels and so on.

Even so, the whole business did not run smoothly. This happened because all the products were not suitable in the miner-dominated California market. Apparently they don't think much about such products.

Luckily, in the midst of the threat of business bankruptcy, a female customer suddenly arrived with a complaint.

She was annoyed that her husband's trousers, who were a gold miner, often tore. When it was re-stitched, it soon tore again. That's how it kept happening. As a result, he asked Levi for help in finding material that was thick and strong enough so it wouldn't tear.

As explained by Lynn Downey in Levi Strauss and Co (2009), Levi rushed to his tailor, Jacob Davis, to convey his intentions. The two of them immediately scrambled to find the right trousers for the miner.

It is very difficult for both of them to find trousers that are durable, thick and comfortable to wear. Until finally, they found the material in question. The material is denim which he calls waist overalls.

Long story short, from that material, pants for miners were made which were full of stitches and spikes in every curve. When worn by the miner, it turned out that the trousers were really strong after being used for a long time.

From here, Jacob's trousers began to become popular. He started to be flooded with orders and then set the price at US$ 3 per pair of trousers. On this matter he collaborated with Levi. All trousers made by Jacob will be distributed by Levi Strauss & Co.

The two of them then registered the invention of denim pants with a patent in 1873. Since then, sales of denim pants in California have only been held by Levi Strauss & Co. Both also made big profits.

Over time, the popularity of these pants expanded. The entire United States is crazy about pants which have become known as Levi's branded jeans. Levi's wealth skyrocketed and he suddenly became a billionaire in the US in the 1890s.

When he died on September 26 1902, Levi was known to have owned a house worth US$ 300 million or around Rp. 4 trillion. Like rich people in general, Levi is also active in philanthropic activities. He founded the Levi Strauss Foundation which is active in educational and charitable activities. Not only that, he is also active in Jewish community organizations in the United States.

It's no surprise then Times of Israel called Levi the most successful person of Jewish descent in the West. That term is not an exaggeration. The reason is, after his death Levi's business became increasingly successful.

[Gambas:Video CNBC]

(mfa/mfa)