LEVI'S STRAUSS

In 1852, Levi Strauss , an immigrant from Bavaria, opened a haberdashery in San Francisco during the height of the California Gold Rush. The small businessman realized that many workers needed more resistant and durable clothing. Together with tailor Jacob Davis, they combined copper rivet reinforcements with denim and created the first jeans in 1873, which at the time were called waist overalls.

What began as work clothes for day laborers in the American West soon ended up being adopted as a universal symbol of modernity . If their first target audience was miners, cowboys and rebels, today they are the fetish garment of rockers and presidents, of men and women who not only look for versatile garments to work with, but also to live in and integrate them into their lives. And Levi's® are much more. They are a form of expression. They acquire subtle marks of use that represent you, adapt to your shapes and incorporate memories of adventures lived. Levi Strauss & Co. is one of the world's largest clothing companies and a global leader in jeans . We have around 500 stores worldwide and our products are sold in more than 100 countries. The Levi's® brand is only part of our story. We are also creators of Dockers® and Denizen®.