Let's Celebrate The Golden Handshake between Levi’s & Cone Denim
Tonight Tenue de Nîmes is proud to invite you to attend a special denim event
. It is today we celebrate the 100 Year Anniversary between Levi Strauss & Co and CONE Denim at our Tenue de Nîmes Elandsgracht store.
The first denim fabric that Levi’s used was sourced from the Amoskeag Mill in New Hampshire on the East Coast of the United States. People appreciated the fabric because of its durability and because it softened after wear and wash.
Denim production eventually moved south, closer to where cotton was grown. By the 1910s, Levi Strauss & Co. turned to Cone Mills from North Carolina, the centre of denim production at the turn of the century. Cone Denim was founded in 1891 when brothers Moses and Ceasar founded Cone Export & Commission Company in Greensboro, North Carolina, near the eastern foothills of the Appalachian Mountains. In 1905, they established the White Oak Mill, named after a 200-year old tree on its grounds. This mill would not only set the global standard for quality denim, it would become the world’s most iconic denim mill.
In 1915 a historic agreement was struck granting Cone Mills the exclusive right to manufacture Levi’s proprietary Shrink-to-Fit ® denim for the production of all Levi’s Lot 501® Jeans. This gentleman’s agreement became known as “The Golden Handshake.”
Today, exactly 100 years later, Levi Strauss & Co. still produces some of its 501 jeans using Shrink-to-Fit denim from Cone Mills’ White Oak facility in Greensboro, and they continue unearthing archival details about the fabrics they developed through their history with Cone, reproducing them at White Oak. Each weave carries the secrets of the brand’s long history within its warp and weft. To commemorate this anniversary, Levi’s Vintage Clothing pays special tribute to Cone Mills, honoring the centennial of “The Golden Handshake,” the 1915 501 Jean, and the hardworking folks who joined hands to create it.