Levi's
The Story of an Icon
Founded in 1853 in San Francisco by Levi Strauss, a Bavarian immigrant, the brand invented the jeans as we know them today. In 1873, Levi Strauss and Jacob Davis patented the first denim trousers reinforced with copper rivets — the 501 was born.
The Legacy
The 501 is the best-selling jean in history. Worn by cowboys, rebels, rockstars, and presidents, it has become a universal symbol of freedom and authenticity. James Dean, Marilyn Monroe, Bruce Springsteen — all have worn Levi's.
The Values
Levi's embodies authenticity, durability, and the American spirit. The brand is also committed to more responsible practices with its Water
Why Levi's is Iconic
More than 170 years of history, a jean that has transcended all eras and cultures. The 501 is not just a garment — it's a legend.