American clothing company, Levi Strauss & Co. are globally renowned for their notorious denim jeans, Levi’s.
The brand was founded way back in 1853 when news of the great Californian gold rush inspired Levi Strauss to journey from Butterheim, Bavaria to San Francisco, California, in hope of finding fortune.
Twenty years passed. Levi received a letter from one of his regular customers, Jacob Davis, a tailor who disclosed a unique method of making pants to make them more hardwearing – through the use of rivets at points of pressure. Jacob pitched collaboration with Levi on mass production of the concept. The pair obtained a patent in 1873, and blue jeans were born.
In just a short space of time, the jeans (actually named “waist overalls” until the late 1960s) were a huge hit amongst western-USA workmen such as cowboys, rail workers and lumberjacks.
In the early 1950s, Levi’s started to gain the attention of youth subculture groups, including mods, rockers, hippies and greasers. This provided a catalyst for the brand to branch into the casual fashions industry, leading to the introduction of their modern stone-washing technique, still used to this day.
In the late eighties, Levi’s enhanced their collection to meet the needs of the modern skateboarder, introducing jeans, shirts and sweats that were extra durable, but with comfort and style in mind. Levi’s Skateboarding collection has been specially designed specifically for skaters, with the focus on each item being both hardwearing and comfortable.
Today celebrates what would have been Levi’s 187th birthday. Without him, think what a struggle getting dressed would be.
Grab 15% off Levi’s
To celebrate all things Levi’s, we’re giving you 15% off all full priced items in our Levi’s collection.
Just enter the code LEVIS15 at the checkout.