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In 1853, Bavarian-born Levi Strauss opened up a Dry Goods company in San Francisco. He noticed a need among hardworking people around him — clothes that were built to last.

Twenty years later, Strauss manufactured the first pair of waist overalls combining copper rivet reinforcements with tough denim. Those waist overalls went on to become what we now refer to as blue jeans.

Levi Strauss pioneered a brand of true originals. What started off as a simple solution for the American worker soon became widely recognised as the uniform of progress. Worn by miners, cowboys, revels, rockstars, presidents and everyday men and women, the functionality of these pieces is what made them iconic - people not only worked in their Levi's, they live in them too.

Authenticity has always been the core pillar in the construction of Levi's. Their denim jeans bear the markings of life, the shapes of bodies and the memories of adventure.


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