The story of the legendary Levi's® jean began on February 26th, 1829 with the birth of Levi Strauss. Creator of the classic 'blue jean', Levi has seared his way into the hearts and souls of people across the globe. Representing the spirit of bold independence, Levi's jeans have always been built for pioneers of the past, present and future, making them a household force to be reckoned with.
Originally an immigrant of Bavaria, Levi traveled westward in search of greater opportunities and fortune. An eager businessman of his time, he established a wholesale dry goods business simply dubbed 'Levi Strauss & Co.' It was through this outlet that he imported dry goods, including clothing, umbrellas and fabric. Business was blossoming with the rise of the gold rush, but it was in 1873 that Levi struck gold. Levi Strauss, along with co-creator Jacob Davis patented the process of adding rivets to pants for increased strength and durability. Their creation of the classic 'blue jean' can now be found in households and catwalks worldwide.