Thousands rushed to California to find gold and get rich quick, but the people who actually made their fortunes were the merchants who built their businesses to serve the forty-niners.
Denim is literally the fabric of America, and all because of the vision and perseverance of Levi Strauss. After immigrating from Buttenheim, Germany, Strauss headed west during the Gold Rush to sell his dry goods. His San Francisco fortune came not from gold, but from a small copper rivet and a patent that would soon bring him fortunes he had only dreamed of before. See how his dedication and vision transformed his simple work pants into the most popular clothing product in the world.
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