One of the world's most iconic clothing labels, Levi Strauss & Co. was founded as a dry goods store in 1853 when businessman Levi Strauss emigrated from Bavaria to San Francisco. After partnering with tailor Jacob Davis, the duo received a US patent to manufacture the first riveted denim ‘XX’ waist overalls, later known as the original 501 jeans. Initially conceived as men’s workwear, Levi’s blue jeans gained mainstream acceptance as casual apparel post-World War II after famously outfitting the lone rangers of Western cinema and Old Hollywood bad boy James Dean. Later adopted by mid-century subcultures like the greasers, mods, and skinheads, the brand became synonymous with youth and rebellion. By the 1960s, Levi’s denim became the uniform of counter-culture, cementing its reputation as one of the world’s most iconic and ubiquitous items of clothing. Into the 21st century, Levi’s continues to thrive on the classic, everyday quality of its denim wear.
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