It all started in California in 1853, when a man named Levi Strauss opened his dry goods wholesale business in San Fransisco, selling necessaries such as clothing, bedding, handkerchiefs and suspenders to the pioneers of the time. In 1873 he and his partner Jacob Davis, a tailor from Reno, Nevada, were granted a US patent to make men's denim work pants stronger with rivets - their hard-wearing XX cotton denim 'waist-overalls', as jeans were called, were an instant hit.
Denim style is in constant evolution, yet a pair of genuine Levi's jeans is still made with the same ingredients — quality denim fabric, strong thread and copper rivets.
