From the XX to the 501, including different phases of evolution such as the implementation of sustainable development in the manufacture of its jeans, Levi’s experienced some big changes during its over 160 years of existence and is now far more than just a jeans company: it also designs accessories and various types of original underwear.
The story of the brand that is known under the name Levi’s started in 1853 when Levi Strauss, a Bavarian, settled in San Francisco and opened a textile business during the Gold Rush era. 20 years later, in 1873, Levi Strauss went into partnership with a tailor from Reno, Jacob Davis. Together, they designed riveted clothes. This is how “Blue jeans” – which were originally called “XX”- were born. In 1928, LS&Co. officially became Levi’s and started to manufacture the first women’s jeans in 1934 (which were called Lady Levi’s). Their high pleated waist made them look very feminine. Constantly developing, Levi’s then managed to never lose sight of the big fashion revolutions and to be represented in every social and symbolic fights that happened during the 20th century. Moreover, they managed to make the XX, renamed 501 since then, the best fashion article of the 20th century according to Time magazine! Nowadays, the brand is still innovating and advocating for social and environmental issues and continues to expand by offering underwear, accessories, t-shirts and other products, while keeping in mind its values.