Over 140 years ago, Levi Strauss invented simple blue jeans that forever changed the way America and the rest of the world would dress. Building on a heritage of quality and authenticity, Levi's Made & Crafted creates the classics of tomorrow, balancing the history of the past with a future-oriented style. The brand is constantly reinventing Levi's classic style in a progressive way, putting craftsmanship at the centre.
In 1852 Levi Strauss, a Bavarian immigrant, opened a dry goods business in San Francisco during the peak of the California gold rush. His idea was simple but successful: to produce clothes made so that they could last well and for a long time. Levi Strauss and Jacob Davis added reinforcing rivets to a resistant denim fabric, and in 1873 the first overalls and “blue jeans” were born.