Established 1853 in San Francisco by Bavarian businessman Levi Strauss, Levi’s has come to embody classic Americana as the original denim purveyor. Pairing with tailor Jacob David, Strauss patented the first riveted denim ‘XX’ waist overalls, which would later become known as the original 501 jeans. Initially conceived as men’s workwear, the Levi’s blue jeans became an essential part of women’s wartime wardrobe in the early 1900s. Famously donned by Old Hollywood bad boy James Dean, Levi’s denim quickly garnered mainstream appeal throughout the mid-20th century, becoming a mainstay of American casualwear. Later adopted by myriad subcultures, from the greasers to the mods, Levi’s denim emerged as the de-facto symbol of youth and rebellion, and established itself as the unofficial uniform of 1960s counter-culture. Into the 21st century, the brand continues to offer its quality denim in styles of every persuasion, from its ubiquitous 711 Skinny and 721 High-Rise, to the newly-minted Wedgie Icon and 501 Skinny. Classic washes, vintage-inspired distressing, and 100% denim constructions remain both of-the-moment and true to Levi’s rich heritage.
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