1853

LEVI STRAUSS & CO. FOUNDED

Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods
business. He sold clothes, boots and other goods to the small retail stores of the American West.

1872
THE RIVETS
Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create and patent work
wear riveted-for-strength made of brown cotton duck and true blue denim.

1873
THE BLUE JEAN IS BORN
Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create riveted-for-strength
workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office
grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the
blue jean, originally called "XX," was born.

1886
TWO HORSES
The Two Horse logo demonstrates the incredible strength of Levi's clothing. The logo is first
branded onto the leather patch of the "XX" jeans in 1886 and is still used today.

1890
FROM DOUBLE X TO FIVE OH ONE
The original "XX" blue jean is given its iconic lot number 501.

1980/84
LET THE GAMES BEGIN
Levi Strauss & Co. makes clothing for the athletes at Olympic Games in 1980 and 1984.

1909
A NEW CLASSIC
This year sees the introduction of fine khaki pants and coats to LS&Co.'s line of clothing.

1918
FOR THE LADIES
Freedom-Alls make their appearance. This tunic/trouser outfit was designed to give women
freedom of movement and release them from the restrictive clothing of the era.

1941
WASTE NOT, WANT NOT

Changes are made to Levi's products in order to conform to rules set by the War Production
Board for the conservation of raw materials. The famous Arcuate back pocket stitching is painted
instead of stitched to save thread. The back waistband cinch is completely removed and, to
conserve metal, so are the watch pocket rivets. This time period also represents one of global
expansion for the brand, showcasing the American icon on GIs overseas.

1961
KIDS THESE DAYS
The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill trouser for young
men. Teenagers call them White Levi's because no one knows what to call blue jeans that
arent blue.

1965
INTERNATIONAL MOMENT
The company's international division is created to pulls together and expands all of the
company's post-war distribution in Europe and Asia.

1967
BATWING
The red housemark "batwing" is designed by Walter Landor & Associates, and has, over the
years, become shorthand for the Levi's brand itself.

1999
FASHION ITEM OF THE CENTURY
Time magazine names the 501 jean the Fashion Item of the Century. In the same year, the
501 jean is reverse engineered and Engineered Jeans are launched worldwide.

2010
THE SHAPE OF THINGS

Levi's Curve ID jeans for women are introduced. Using a revolutionary fit system based on
shape, Curve ID was created as a result of studying more than 60,000 body scans and listening
to women around the world of all shapes and sizes.

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NEW ARRIVALS
FEATURED COLLECTIONS
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Line 8
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65504 Skinny Straight
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508 Regular Taper
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504 Regular Straight

531 Straight

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