On 20 May 1873, Levi Strauss & Co. patented a revolutionary idea that would forever change the world: the blue jean. What started out as practical workwear became a monumental moment in fashion history, cultural innovation, and personal expression.
The story began with a Bavarian immigrant, Levi Strauss, who ventured to San Francisco in 1853 to establish a wholesale dry goods business. By the 1870s, Strauss had earned recognition as a successful businessman and local philanthropist.
It was through his association with tailor Jacob Davis that the concept of riveting men’s work pants came to life. This led to a patent on 20 May 1873 that forever changed the landscape of workwear and later, fashion.
The first riveted pants were an instant hit among workers who needed durable clothing. Miners, cowboys, and railroad workers all appreciated the strength and functionality Levi's® jeans offered.
However, it wasn't until icons like James Dean and Marlon Brando donned these jeans in films that they became synonymous with rebellion and freedom. Brando's portrayal of the motorcycle gang leader Johnny Strabler in The Wild One was a pivotal moment—clad in a white t-shirt, leather jacket, and Levi's® 501® jeans, he embodied a cool attitude that resonated with teens. Two years later, James Dean further cemented the jeans' association with youthful rebellion in Rebel Without a Cause.
In fact, the "bad boy" image of blue jeans once led to their ban in schools across the United States in the 1950s. In response, Levi’s® launched the "Right for School" campaign to reframe jeans as perfectly suitable for everyday wear.
Over the years, Levi’s® has consistently been at the forefront of cultural shifts, not only shaping style trends but also leading the charge in sustainable practices.
The brand’s dedication to sustainability involves sourcing more sustainable materials, reducing water usage, and enhancing the communities that they are part of. Through initiatives like WellThread™️, the most sustainably designed Levi’s® collection yet, it employs techniques that minimise environmental impact across the entire production process.
As a brand that’s always stood up for what’s right, creating clothing that makes a positive impact on the planet and supports the wellbeing of its people continues to be at the forefront of Levi’s® mission.
Since the brand’s inception, Levi’s® have been embraced by miners, rebels, rockstars, and presidents—and they continue to symbolise a spirit of adventure and independence.
From the early gold mines of California to the streets of Johannesburg, the bell-bottoms of the ‘60s to the skinny jeans of the 2000s, Levi’s® jeans have consistently transcended boundaries of age, gender, and socio economic status to become a universal icon.
The next chapter of the Levi's® story is yours to write. Whether you're channelling your inner rockstar or embracing everyday adventure, there's a perfect pair of Levi's® waiting to be a part of your journey.
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