Levi's
In 1853, Bavarian immigrant Levi Strauss opened a dry goods company in San Francisco at the height of the California Gold Rush. While he was working, he recognized a need among hardworking people: clothes built to endure anything. Along with tailor Jacob Davis, Strauss combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873 and the invention of blue jeans, a garment that would become the unofficial uniform of the following century.
What started as an invention for the American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents, and everyday people, these functional pieces were the clothes people not only worked in - they lived their lives in them, too. Through generations of innovation, consistency, and quality, Levi's has become synonymous with denim itself. Their jeans are beloved for the story they tell, an authentic self expression bearing markings of our lives, the shapes of our bodies, the memories of our adventures.