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

LEVI'S Made & Crafted Men

Miners, cowboy ranchers, rebels, rock stars and presidents, Levi's spans across decades, social classes and generations, representing an important part of fashion history. In 1835, during the Gold Rush era, a Bavarian settler named Levi Strauss opened his first non-perishable goods store in San Francisco. In 1873, he partnered with Jacob Davis, a tailor who had the idea of transforming tent canvas into resistant denim in order to produce work overalls and trousers. The two men filed the patent for this invention, becoming the "first blue jean" design. Known today as the 501, initially named XX, and then later given the reference number appearing on the fabric batches used in production. Intended as work clothing because of its compact nature, resistance to wear and tear in addition to comfort, 501 jeans were gradually developed to include all their iconic features. Copper rivets preventing pockets from coming loose, orange stitching, the famous patch featuring two horses, the wavy chain stitch line similar to the shape of an eagle, and later the signature red label. When the founder died, his four nephews took over the business and in 1935, launched the brand's first line of women's jeans, known as Lady Levi's. Adopted by the stars of the 1950s such as Marlon Brando, James Dean and Marilyn Monroe, jeans became a symbol of change and anti-conformity. In 2000, Times Magazine named 501 jeans as the "clothing of the 20th century".
Over time, the brand diversified, introducing jackets, shorts and shirts as well as a variety of different styles including the 510 bootcut and the 506 in the Fairtrade range, made with 100% organic cotton. In 2010, Levi's created the Curve ID collection, available in three models, designed to fit the female figure.
Essentials to any wardrobe, Levi's jeans now come in all shapes and shades. For Spring-Summer 2020, slim-cut and straight-cut models, in dark washed denim, are the season's favourites in all your adventures.
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