Nîmes, a beautiful city located along the Rhône River in southern France, is known as the birthplace of blue denim. In 1848, Levi Strauss, an American entrepreneur, brought blue indigo dye to the United States, which eventually led to the creation of the iconic Levi's Jeans. The term "denim" actually comes from the French "de Nîmes," referring to the fabric originally made in this city.
In 1968, a Frenchman named Ficher Mendès, who had once been a sailor, established a garment factory in Nîmes that specialized in producing workwear. The brand used a lion and an iron anchor as its emblem, symbolizing strength and maritime heritage. In 1985, the brand LAND VAN JEANS was officially founded. By 1989, under the leadership of French designer François Lambert, the brand redesigned its logo, introducing a new English version that is still in use today.
François Lambert’s design philosophy embraced European simplicity, elegance, and a refined sense of style. As LAND VAN JEANS grew rapidly, it became a favorite among young people in France. Entering the 21st century, the brand recognized the immense potential of the Chinese market, where consumers showed strong purchasing power and a growing interest in Western fashion.
In 2001, just before his retirement, Mr. François Langberger developed a comprehensive strategy for entering the Chinese market. He redesigned the logo to better suit Chinese cultural preferences, incorporating a lion and a steering wheel, along with a new English logo. The brand was registered in France in 2004.
Francois Langberger aimed to bring this prestigious brand to Chinese consumers who were passionate about cowboy culture. In early 2005, LAND VAN JEANS established a research center in Guangzhou, Guangdong Province, to study consumer behavior and market trends. Chinese colleagues worked alongside French envoys to scientifically classify the market using advanced regional strategies, allowing the brand to tailor its marketing approaches and product lines for different regions.
This effort helped position LAND VAN JEANS as a leading force in the Chinese cowboy fashion industry. By 2006, the research center had evolved into a full-fledged R&D hub, marking the official start of LAND VAN JEANS’ long-term expansion into the Chinese market.
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