Levi Strauss

The Gold Rush Beginning (1853 – San Francisco)

In 1853, a Bavarian immigrant named Levi Strauss moved to San Francisco to open a dry goods business during the California Gold Rush.

Miners kept ripping their work trousers, so Levi teamed up with a tailor named Jacob Davis, and together they invented riveted denim pants — extra-tough jeans made to survive anything.

In 1873, they patented the design.

That’s when blue jeans were officially born.

The Workwear Revolution (1800s–1930s)

Levi’s jeans quickly became the uniform of American workers — worn by miners, cowboys, and railroad builders.

The most famous style, the 501, appeared in the late 1800s and remains one of the most iconic garments ever made.

Durable, timeless, and practical — Levi’s were built for real life.

From the West to the World (1940s–1970s)

By the 1940s, Levi’s were part of the American identity.

Soldiers wore them overseas; Hollywood stars like James Dean and Marilyn Monroe turned them into symbols of rebellion and cool.

In the 60s and 70s, Levi’s denim became the uniform of rock musicians, hippies, and rebels — distressed, flared, patched, and loved.

Each pair told a story.

The Global Icon (1980s–1990s)

Levi’s ruled fashion — from acid wash and high-waist 501s to denim jackets covered in patches.

Ads like “Launderette” (with Nick Kamen) made them sexy and cinematic, and the red tab became a global symbol of authenticity.

They weren’t just jeans — they were a cultural movement, linking generations and styles.