Nîmes, a charming city located in the south of France along the Rhône River, is known as the birthplace of blue denim. In 1848, Levi Strauss, an American entrepreneur, introduced this iconic fabric to the United States, and thus the legend of Levi's was born. The term "denim" actually comes from the French "de Nîmes," referring to the city where the fabric originated.
In 1968, a Frenchman named Ficher Mendès, who once worked as a sailor, established a garment factory in Nîmes, specializing in producing 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 embraced European simplicity, elegance, and a refined sense of style. As LAND VAN JEANS gained popularity, it became a favorite among young people in France. Entering the 21st century, the brand recognized the immense potential of the Chinese market, with its growing consumer power and strong interest in Western fashion.
In 2001, just before his retirement, François Langberger, the founder, developed a strategic plan for entering China. He redesigned the logo to better suit Chinese culture, incorporating a lion and a steering wheel, alongside a new English logo. The brand was registered in France in 2004. François Langberger aimed to bring this renowned brand to Chinese consumers who were passionate about cowboy culture.
To better understand the Chinese market, LAND VAN JEANS established a research center in Guangzhou, Guangdong Province, in early 2005. Chinese colleagues worked alongside French envoys to conduct detailed market analysis using advanced regional classifications. This helped the brand develop tailored marketing strategies and product lines for different regions, positioning itself as a major player in the Chinese western-style clothing 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. Since then, the brand has continued to grow, adapting its designs to local tastes while maintaining its core identity rooted in European craftsmanship and style.
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