LEVI STRAUSS & CO. HISTORY

YOU WEAR JEANS. YOU LIVE IN LEVI'S®.

In 1852 Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush. While working, he realized a need among hard-working people: clothes built to withstand anything. He and tailor Jacob Davis combined copper rivet reinforcements with sturdy denim, resulting in the first manufactured waist overalls in 1873. Today we call them "blue jeans." What began as an invention for the American worker has become the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and ordinary men and women, these functional clothes were the clothes people not only worked in – they also lived their lives in. But Levi's® is more than that. They are the purest wearable form of authentic self-expression. They bear the marks of life, the shapes of our bodies, the memories of our adventures. Levi Strauss & Co. is one of the largest apparel companies in the world and a global leader in jeans. We have around 500 stores worldwide and our products are available in more than 100 countries. The Levi's® brand is only part of our story. We're also home to Dockers® and Denizen®.