How to correctly Levi's or Levi's

Levi's is only Levi's!

Levi Strauss - the creator of the first jeans: how and why his name changed

Jeans have been part of our lives for so long that they have acquired their own history. Separate pages are dedicated to the brand name in this world history. But even now there are different interpretations and pronunciations of the most popular brand of jeans.

To name a brand correctly, you need to go back to the roots. The brand got its name from the name of its creator. This is where various interpretations began.

For the beloved trousers, we have to thank a young man from a family that sold haberdashery goods, named Strauss. In the 19th century they came to America from Europe.

Even the surname, common in Europe, began to be pronounced a little differently in America - Strauss.

Reference! Today all translation options are considered equal: “Ostrich”, “Strauss”, “Strauss”.

Changes also occurred with the name of the enterprising Bavarian. In America, he changed the Hebrew name Loeb to a more understandable version for local residents - Levi. This is how Löb Strauß turned into Levi Strauss.

Understanding the spelling of a brand name (how to write a brand name correctly and why)

The idea of ​​sewing canvas pants turned out to be so successful that the young man continued their production. Initially, they could only be bought in a store named after him - Levi Strauss. As production developed, durable jeans began to be sold by other merchants. And so that buyers and sellers immediately understand what we are talking about, they were named after the creator: Levi's jeans.

Important! The historical version of the brand name (with an apostrophe after the letter “i”) exists unchanged to this day and is the only correct spelling.

“Levis” or “Leviis” - how to pronounce correctly

Having decided on the spelling of the brand, let’s move on to its pronunciation. In our country today there are 2 options - "Levis" and "Levi's" ("Levi's").

Why did the name "Levis" jeans come about?

The name “Levis” arose by analogy with the sound of the jeans brand in America. It is based on the inclusion in the Russian language of a variant of the name of the brand founder, Levi. And the foreign language wording denoting the phrase “Lewis jeans” - Levi’s, entered our speech without changes. “Levis” is a popular name for our fashion brand.

Why did the name Levis jeans come about?

The emergence of interpretation options and even some confusion in them arose due to the pronunciation rules in force in the English language.

Important! The letter of the English language “i” denotes a sound that in Russian should be pronounced not as the Russian “i”, but as a combination of sounds - “ay”.

That's why Levi is pronounced "Levy" or "Levi".Accordingly, Levi's jeans, that is, Levi's, sound like "Levi's" ("Levi's", "Levi's").

Which version of the name is correct and why?

A final conclusion about the correct option can only be made taking into account several points.

Trademark translation rule

First, you need to take into account the rules that apply when translating trade names. In accordance with it, the names of all brands and trademarks are not translated! They should be pronounced as they sound in the country of their origin. Considering that Levi's jeans originated in America, the main pronunciation should be the American pronunciation.

American sound of the brand

Secondly, let’s remember once again what the brand is called in America. Since the advent of jeans, which gained worldwide vocation and popularity, their name remains unchanged in their homeland - “Levi’s” or “Levi’s”.

How to pronounce the brand name correctly: “Lewis” or “Leviis”

Thirdly, we draw an unambiguous conclusion. We pronounce the name of the jeans brand, reproducing the American version - “Levias”.

We remember this, and although sometimes we will hear the wrong name (“Lewis”), we no longer make mistakes ourselves.