Nîmes, a charming 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-dyed fabric from Nîmes to the United States, which eventually led to the creation of the iconic Levi’s brand—named after the city, as "denim" actually comes from "de Nîmes."
In 1968, a Frenchman named Ficher Mendès, who had once been a sailor, established a garment factory in Nîmes specializing in workwear. The brand used a lion and an iron anchor as its emblem, symbolizing strength and tradition. In 1985, the brand LAND VAN Jeans was officially founded. By 1989, under the leadership of French designer François Lambert, the logo was redesigned into the now-familiar English version, which has remained in use ever since.
François Lambert’s design philosophy emphasized European simplicity, elegance, and a refined sense of style. As LAND VAN JEANS gained popularity among young people in France, it began to expand its reach beyond the country's borders.
Entering the 21st century, the brand recognized the immense potential of the Chinese market, driven by its growing consumer spending power. Before retiring, Mr. François Langberger, the founder, developed a strategic plan to enter China. He redesigned the logo to better suit Chinese cultural preferences, including a new lion and steering wheel motif, alongside an updated English logo. The brand was registered in France in 2004.
Francois Langberger aimed to introduce this renowned 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 local consumer behavior. Chinese team members worked closely with French representatives to scientifically segment the market using advanced regional classifications, creating tailored marketing strategies 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 transitioned into a full-fledged R&D hub, and LAND VAN JEANS officially launched its long-term strategy to penetrate the Chinese market. The brand continues to grow, blending its European heritage with the dynamic tastes of Chinese consumers.
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