More about Levi's
With the American dream in its DNA, Levi’s is one of the top choices for denim lovers worldwide. Levi’s is based in San Francisco, California, where in 1853 Levi Strauss, a Bavarian refugee, decided to design more durable workwear that was also flexible. He founded Levi Strauss & Co. and, together with Jacob Davis, they were inspired to create the first Blue Jean by adding metal rivets to the pockets of work pants, making them more resistant to tearing. Levi Strauss & Co became recognizable thanks to the distinctive Two Horse Trademark, a symbol of durability and authenticity in its designs dating back to 1886, as well as the later Red Tab on the back pocket of the 501 jeans in 1936. Levis has also left its mark on major social issues, breaking stereotypes against the stigma of HIV+ in the early 80s and supporting the Pride movement in the current millennium.
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