Levi'S

Levi's is a brand with a rich history that dates back to the mid-19th century. It was founded by Levi Strauss, a Bavarian immigrant who moved to San Francisco, California, during the Gold Rush era. Strauss established a dry goods business, which laid the foundation for what would become one of the most iconic clothing brands in the world. The pivotal moment in the brand's history came when Strauss partnered with tailor Jacob Davis to create durable work pants for miners. This innovation was the addition of metal rivets to denim pants, which significantly increased their durability. In 1873, they received a patent for this design, marking the birth of the blue jean.

The brand's identity has been symbolized by its famous Two Horse Trademark, which depicts two horses attempting to pull apart a pair of Levi's waist overalls. This image was meant to represent the strength and quality of Levi's products. Over the years, Levi's has expanded its product line beyond the original blue jeans to include a variety of clothing items and accessories. The introduction of Lady Levi's in 1934 marked the brand's foray into women's fashion, and the Red Tab, added to the jeans in 1936, became a distinctive mark of the brand.

Levi's has also been a pioneer in ethical business practices. In 1991, it established a comprehensive code of conduct for all its contract factories and licensees, setting out ethical standards, legal and environmental requirements, and health and safety guidelines. The company's commitment to innovation continued with the opening of the Eureka Innovation Lab, which focuses on design ideation and prototyping. Levi's Screened Chemistry Program, launched in 2015, is an industry-leading initiative that examines the health and environmental impacts of chemicals used in the manufacturing process.

Today, Levi's is not just a purveyor of denim but a global leader in jeanswear, with products available in over 100 countries and a network of around 500 stores worldwide. The brand has transcended its utilitarian roots to become a staple of fashion and a symbol of authentic self-expression. It has dressed a diverse array of individuals, from miners and cowboys to rock stars and presidents, becoming an integral part of the cultural fabric. Levi's continues to innovate while staying true to its heritage, creating clothes that are not only worn but lived in.