A cultural icon worn by generations, defining style for decades. The iconic straight cut with the signature button closure. Since Levi's® invented them in 1873, people have made them their own by ripping, tearing, repairing, dyeing and marking them for total self-expression. Made with Water
In 1852, Levi Strauss, a Bavarian immigrant, opened a textile company in San Francisco during the peak of the California gold rush. As he worked, he realized the need of all hardworking people: to have clothes made to withstand anything.
Levi Strauss and Jacob Davis combined a durable denim fabric with reinforcing rivets, so in 1873 the first overalls were born. Today we call them "blue jeans."
Levi's® today are the purest wearable form of authentic self-expression. They carry the marks of life, the shapes of our bodies, the memories of our adventures.
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LEVI'S 
