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Iconic brand Levi’s has been renowned for its high quality denim since it was established in San Francisco in 1853. What started as the first pair of blue jeans has grown to collections spanning shirts, T-shirts and an array of denim – all with the laid-back and relaxed Americana aesthetic Levi’s is known for.
The Levi's story all started in 1853 when Bavarian Levi Strauss relocated to San Francisco to open a dry goods store specialising in clothes and boots under the name Levi Strauss and Co. Along with Jacob Davis, a tailor from Nevada, they crafted the very first pair of blue jeans from brown cotton duck and true blue denim, finished with rivets originally named XX. They were later re-named the Levi's 501 jean, a style we still see today. The Levi’s Commuter style launched in the early 1900s and can also still be purchased today, it shows that the styles stand the test of time.
1928 was the year Levi’s as we know it was born, the company was officially registered as Levi’s instead of Levi Strauss and Co. Another iconic design moment came in 1936 when the red tab was added, this was in order to show that your jeans were the real deal. The brand has stayed true to its roots throughout, with riveted denim in classic styles rule and fit is integral. Levi’s listens to their customers to achieve the best fit possible.
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