For over 165 years, Levi’s has remained an iconic all-American apparel brand. Known for creating the first blue jean, Levi’s continues being synonymous with denim and casual cool.
The story of Levi’s begins in 1853 when entrepreneur Levi Strauss moved to San Francisco to open a wholesale dry goods store. Seeing a need for sturdy work pants among miners, Strauss partnered with Jacob Davis to create a riveted “waist overall” – the first blue jean.
Patented in 1873, these denim pants featured metal rivets at stress points for durability. The leather patch added another layer of strength. Levi’s had created a new product category that would change fashion forever.
As jeans grew popular over the next decades, Levi’s dominated with workwear staples like the 501 Original Fit jean. Post-war teens embraced the rebel style of jeans, cementing Levi’s as a symbol of youth and casual cool.
From California’s Gold Rush roots, Levi’s expanded internationally and pioneered new denim looks through the 20th century. Bootcut, slim fits, stone washing and other innovations kept Levi’s at the forefront.
The brand also made history by featuring groundbreaking diversity in its advertising. Multi-racial model pairings decades before competitors helped drive social change.
Today, Levi’s remains dedicated to its denim heritage while expanding lifestyle offerings. The Red Tab and Two Horse leather patch continue branding Levi’s authenticity across the product line.
In addition to jeans, Levi’s offers full head-to-toe wardrobes for men, women and children. Trucker jackets, shirts, t-shirts, accessories and more provide that signature Levi’s vibe. Collaborations with celebrities and brands drive excitement.
Sustainability is also central to Levi’s identity. The brand transforms old jeans into insulation and crafts new pairs from recycled plastic bottles. Water reduction practices demonstrate environmental stewardship.
Levi’s innovates socially as well through corporate citizenship. From HIV/AIDS education to immigrant rights, Levi’s lives up to its progressive, trailblazing roots. Employees are empowered to volunteer and amplify social causes.
With its extensive retail presence and global e-commerce site, Levi’s achieves over $5 billion in annual sales. However, the brand remains committed to quality over quantity. Made-in-the-USA designs affirm Levi’s dedication to craftsmanship.
Vintage Levi’s styles remain coveted for their longevity and cool authenticity. By honoring its heritage across over 165 years in business, Levi’s maintains relevance through decades.
From the California Gold Rush to today’s runways, Levi’s shaped denim and fashion as we know it. Blue jeans, once just workwear, are now diverse wardrobe staples thanks to Levi’s.
Staying true to its roots while innovating, Levi’s will continue defining denim and casual style for future generations. The original since 1873, no brand captures the authentic spirit of denim better than Levi’s.