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home  /  men  /  brands  /  levi's made & crafted

LEVI'S Made & Crafted Men

From ranchers to rock stars, rebels and presidents, you don't need to be a seasoned fashionista to have heard of Levi Strauss. This is one label that has bridged different classes and generations to become an icon in the history of style. In 1835, during the California gold rush, a young Bavarian immigrant named Levi Strauss opened his first dry goods wholesale store in San Francisco. In 1873 he would join forces with tailor Jacob Davis, who had big ideas for surplus denim textile that was used at the time for making tents. Of course, the brilliant garment-maker saw that the fabric was perfect for work-clothes and overalls. The two men would take out a patent on the invention, creating the first "blue-jean." Today the model we know as the 501 was originally the XX, later taking on the reference numbers indicated on each textile batch. Thanks to denim's solidity, durability, and comfort, the 501 jean was hugely popular and soon took on the details associated with it today, like the copper pocket rivets, orange stitching, and the label with two horses that would eventually become the signature red tag. After the founder's death, his four nephews would take the reins and in 1935, they launched Lady Levi's, the first line of women's jeans. Adopted by 1950s superstars like Marlon Brando, James Dean, and Marilyn Monroe, the blue jean quickly became a symbol of change and non-conformism. In 2000, Time Magazine named the 501 "the garment of the 20th century." In time the label expanded their offer to include jackets, shorts, and shirts, along with different cuts like the 510 bootcut or the 506, made entirely of organic cotton. In 2010 Levi's created Curve ID, three models specially-conceived to accentuate women's curves. An essential addition to any wardrobe, Levi's come in a host of different cuts and washes, like khaki, white, or black, alongside the traditional blue. > View more

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