In 1853, Levi Strauss, an immigrant from Bavaria,
opened a dry goods company in San Francisco
at the height of the California Gold Rush.
While he was working, he recognized a need
among hardworking people.
What started as an invention for the American worker became the uniform
of progress. Worn by miners, cowboys, rebels, rock stars, presidents
and everyday men and women, these functional pieces were the clothes
people not only worked in—they lived their lives in, too.
But Levi’s® are more than that.