Levi’s

Levi’s traces its roots to the San Francisco dry goods business founded by Levi Strauss in 1853. Its defining product arrived in 1873, when Strauss and tailor Jacob Davis received a patent for reinforcing work trousers with metal rivets. That practical solution became the foundation of the modern blue jean.

The 501, assigned its lot number in 1890, established a design that successive generations would make their own. Originally workwear, jeans moved through Western dressing and youth culture to become an everyday garment across the world. Their identity could change through the wearer, even when the basic construction remained recognizable.

The brand’s visual signatures record that history. The Two Horse trademark emphasizes strength, while the Red Tab, introduced in 1936, distinguishes Levi’s at the back pocket. Denim jackets and Western shirts extend the same relationship between useful construction and personal style beyond a pair of jeans.

Based in San Francisco, Levi’s continues to revisit its archive while developing new fits and ways to wear denim. Vintage-inspired collections preserve details from earlier garments, while broader silhouettes and changing finishes speak to contemporary tastes. Its menswear rests on a rare continuity, with pieces designed for work becoming part of the language of casual dress.