The Levi’s® brand epitomizes classic American style and effortless cool.  Since their invention by Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations.
Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.  Range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

May 20, 2003 marked the 130th anniversary of an historic event: the day that Levi Strauss and Jacob Davis obtained a U.S. patent on the process of putting rivets in men’s work pants for the very first time. In other words, it’s the birthday of the blue jean.
So how did jeans get invented?
It’s really a simple story. Levi Strauss was a dry goods merchant, who came to San Francisco in 1853 at the age of twenty-four to open a west coast branch of his brothers’ dry goods business. He had spent a number of years learning the trade in New York after emigrating there from his native Germany. He built his business into a very successful operation over the succeeding twenty years, making a name for himself not only as a well-respected businessman, but as a local philanthropist as well.