Levi Strauss Gets a Bright Idea

Wild West chaos and creative problem solving are the force behind a well-loved American institution.

What’s a California miner to do when gold dust sifts right out of his holey pockets? With such a raggedy wardrobe, he may as well be mining in the vanilla (that is, his birthday suit)! Good thing Levi Strauss is out west, ready with his needle and a head full of bright ideas. With some quick thinking, quicker stitching, and handy arithmetic, Levi keeps all the gold rushers clothed—and becomes a modern American hero. A Wild West tall tale, Levi Strauss Gets a Bright Idea celebrates creativity, innovation, and the ubiquitous item that fills the closets of grateful jeans wearers worldwide.