Levi's

Denim is the most ubiquitous of fashion presences in the western world, and Levi’s is the world’s most famous producer of the material. To wit, Levi Strauss & Co. remains one of the world’s most iconic labels.

Levi’s were the brand that started everything. In 1873, they created the world’s first ever pair of blue jeans. Levi Strauss of Bavaria made the well-trodden trip west across the United States during the Gold Rush of the 1850’s.

The traditional material of men’s workwear for many years, Levi Strauss and his partner Jacob Davis chose denim as the material for their new, un-rippable pair of trousers. They would become the world’s most popular apparel.

As early as 1918, Levi Strauss began producing its garments for women. By the mid-20th century, the brand has begun to make its meteoric rise to world’s most famous brand. During the 1967 summer of love, The Jefferson Airplane and Paul Revere and the Raiders recorded radio adverts for the brand.

Immortalised by the James Dean-led teenagers of the nineteen-fifties (who were the first to change the term ‘overalls’ to ‘jeans’), these blue denim trousers became the most famous and most-coveted apparel on earth.

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