Levi Strauss Original Birthplace
Levi Strauss, originally named Löb Strauß, was born on February 26, 1829, in Buttenheim, a small village in the Franconia region of Bavaria, within the German Confederation. Today, his original birthplace has been transformed into a museum that celebrates his life and remarkable journey.
The Levi Strauss Birthplace Museum serves as a tribute to the man who revolutionized the world with his invention of blue jeans. What began as a workwear staple has since evolved into one of the most iconic and popular fashion garments in history.
The Brief Emigrating Story To America
Levi Strauss was the son of Hirsch Strauss and Hirsch’s second wife, Rebecca Strauss. In 1848, at the age of 19, Levi Strauss traveled with his mother and two sisters to the United States in the hope of having a better life. When he arrived in New York, after a 6-week long journey crossing the ocean, he joined his brothers Jonas and Louis, who had begun a wholesale dry goods business. Their business was located in New York City at 108 Liberty Street in Manhattan and was called J. Strauss Brother & Co.
Just a year later after his arrival in New York, in 1848 gold was discovered near San Francisco. As the family wanted to expand their dry goods business, Levi Strauss moved to the West Coast in 1853. Soon after his arrival, he opened a successful wholesale business for cloth and haberdashery on Sacramento Street.
The miners, gold prospectors, and other Western pioneers needed everything they offered with their company, ranging from toothbrushes, braces, needles, thread, and fabrics. The business entry in the city registers was soon Levi Strauss & Co.
Twenty years later, tailor Jacob Davis reached Levi Strauss to patent together the rivet. The small copper nail strengthened pairs of waist-overalls for the gold miners. This patent was received on the 20th of May in 1873. The rest is history…
You can read more about the history of the rivet here.
The Start Of The Levi Strauss Birthplace Museum
The idea for the Levi Strauss Birthplace Museum began in 1983 when a letter from America arrived at the office of Buttenheim’s mayor, seeking information about the birthplace of the jeans inventor. This sparked an intensive search, leading to the discovery of Levi Strauss’s entry in the Buttenheim Jewish community’s birth register and an emigration certificate from the Bamberg State Archives. It was confirmed: Levi Strauss spent the first 18 years of his life in Buttenheim.
Before this discovery, the village’s 3,000 residents had no idea that the legendary inventor of blue jeans was originally from their town. Further research revealed that his birth house, built in the 17th century and one of Buttenheim’s oldest buildings, was still standing. Levi Strauss lived on the ground floor with his parents and six siblings. In the fall of 1987, Buttenheim’s local council decided to purchase the historic half-timbered house, and in 1992, a thorough renovation began to restore the deteriorating building as faithfully to the original as possible.
The idea of creating a museum dedicated to the world of indigo and denim was born. In 2011, an annex building was renovated, adding exhibition and event rooms, a cafeteria, and a museum shop.
For the museum’s 20th anniversary, the Förderverein Levi Strauss Geburtshaus e.V. donated a life-size bronze statue of Levi Strauss (check the rivet on the back!), created by artist Rainer Kurka, which now stands as a centerpiece of the museum ensemble.
In 2018, to commemorate Buttenheim’s 900th anniversary, a limited edition Playmobil figure of Levi Strauss was released, with only 25,000 pieces produced. The packaging features Levi Strauss standing in front of his former home, which is now the Levi Strauss Birthplace Museum.
Next year in 2025, the Levi Strauss Birthplace Museum will proudly celebrate its 25th anniversary!
What To Expect When Visiting The Museum
When you visit the Levi Strauss Birthplace Museum, you’ll be transported back to in time when Levi Strauss lived in this now historic home. The museum offers a one-hour audio tour, narrated by both a guide and Levi Strauss himself, sharing his incredible life story. You’ll also explore the fascinating origins and history of blue jeans.
The Ground Floor
The museum is spread across three floors. On the ground floor, where the Strauss family once lived, you’ll learn about Levi Strauss’s life. From his birth to his emigration to America. The second floor is devoted to the world of jeans. Here, you’ll see the story of how Levi Strauss built his denim empire, with key milestones that highlight the timeless appeal of this iconic garment. A small denim exhibit also features rare original Levi’s pieces such as a Type 1 denim jacket dating back to World War 2, a Type 2 denim jacket from the 1950s, and several Type 3’s. Next to these, 501’s, worn versions, and deadstock are on display too.
The Top Floor
The top floor of the museum takes you through the rich history of blue jeans, from the 1940s Western era to the rebellious rock & roll of the 1950s, the hippie movement of the 1960s and 1970s, the denim revolution of the 1980s, and the Berlin Wall’s fall in the same decade. It also covers the 1990s, when consumers became more conscious, and modern Levi’s styles, like the now-legendary twisted leg design, entered the market. Authentic pieces from each era are displayed alongside vintage marketing props, giving visitors a full view of how Levi’s evolved and shaped the denim industry.
The Museum Roof
Under the museum roof, you’ll find a cinema showcasing classic and influential TV commercials, taking you back in time to show how jeans have remained a powerful symbol of freedom and identity throughout the decades.
Rotating Pop-Up Exhibitions At The Museum
The museum features a dedicated room for rotating pop-up exhibitions, showcasing two different expos each year. Last year, the room highlighted ‘The Greatest Story Ever Worn’, celebrating the 150th anniversary of the American Levi’s denim brand. Another exhibit, ‘Denim Legends’ by British artist Ian Berry, was also displayed. Ian Berry is renowned for creating unique art from old pairs of jeans, using only denim fabric, scissors, and glue. A portrait of Levi Strauss by Ian Berry can be seen at the museum shop.
The current pop-up exhibit is ‘Dude Ranches’ by Lynn Downey. She worked at Levi’s in San Francisco for 25 years and built the brand’s denim archive. In 2017, Lynn Downey authored ‘Levi Strauss: The Man Who Gave Blue Jeans to the World’. The ‘Dude Ranches’ exhibit explores the history of the popular vacation trend in America that grew alongside the Western lifestyle. This exhibition runs until February 16, 2025.
Several Awards Winning Museum
Over the years, the Levi Strauss Birthplace Museum has been awarded several times. The first one was achieved soon after its opening in the Fall of 2000. The museum won the ‘Schmuckziegel’ award from the Franconian Switzerland Association. It honored the initiators of the Levi Strauss Birthplace Museum for outstanding Franconian homeland awareness.
The second award was the Red Dot in 2001. An award for highest design quality by the Design Zentrum Nordrhein-Westfalen based in Essen. This award is considered as the most demanding and largest design event on an international level.
In the same year, the museum applied for the European Museum of the Year Award. Competing against 61 museums from 21 European countries, the international jury evaluated several key aspects, including exhibition design, museum management and funding, the museum’s integration into local and regional culture, and its overall importance to the European museum landscape. In the summer of 2002, the Levi Strauss Museum received a prestigious ‘Special Commendation’ in recognition of its achievements.
The Levi Strauss Museum Shop
Next to the Levi Strauss Birthplace Museum is the museum shop (they are connected). After finishing the museum tour you can buy a Levi’s souvenir. They’re selling many catalogs, booklets, cards, and many other must-haves for any Levi’s and denim enthusiasts.
Most of the museum shop is an original Levi’s store. The perfect place to buy a new pair of 501 jeans, t-shirt, sweater, or jacket. The latest Levi’s collection is available and waiting for you!
Visit The Museum
The Levi Strauss Birthplace Museum is open on Tuesdays and Thursdays from 2 p.m. to 6 p.m. (from November to February, 2 p.m. to 5 p.m.). And on Saturdays, Sundays, and public holidays from 11 a.m. to 5 p.m. Group visits can be arranged by appointment outside of regular hours.
Levi Strauss Birthplace Museum
Marktstrasse 31-33
96155 Buttenheim, Germany
