• Brand: Levi’s®
• Parent company: Levi Strauss & Co.
• Founded: 1853
• Founder: Levi Strauss
• Headquarters: San Francisco
• Industry: Apparel and Fashion
• Products: Jeans, denim jackets, shirts, pants, skirts, dresses, footwear, accessories
• Markets: Worldwide
• Known for: Inventing the original blue jeans and pioneering denim fashion2

Early Years (1853–1873)

Levi Strauss established a dry goods business in San Francisco during the California Gold Rush. He supplied clothing and materials to miners, railroad workers and labourers who needed durable garments. Recognising the demand for stronger work pants, Strauss partnered with tailor Jacob Davis. Together, they patented copper-riveted work pants on May 20, 1873, creating what is now considered the first pair of blue jeans.3

Growth and Innovation

Levi’s expanded rapidly throughout the late 19th and early 20th centuries. Several innovations became defining features of the brand:

• 1886: Introduction of the Two Horse Patch, symbolising the strength of Levi’s jeans.
• 1890: The famous 501® model number was introduced.
• 1934: Levi’s released its first jeans designed specifically for women.
• 1936: The signature Red Tab was added to the back pocket to distinguish Levi’s products from competitors.
• 1960s onward: International expansion established Levi’s as a global fashion brand.4

Levi’s manufactures a broad range of casual apparel, including:

• Denim jeans
• Denim jackets
• T-shirts
• Shirts
• Hoodies and sweatshirts
• Shorts
• Dresses and skirts
• Accessories (belts, caps, bags, wallets)
• Footwear in selected markets

Although the brand has diversified, denim remains its core product category.5

501®

The Levi’s 501® Original is the brand’s most famous product. Introduced in 1890, it features:

• Straight-leg fit
• Button fly
• Five-pocket construction
• Durable denim fabric

The 501 has become one of the most influential garments in fashion history.6

Other popular collections include:

• 505 Regular Fit
• 511 Slim Fit
• 512 Slim Taper
• 514 Straight Fit
• 550 Relaxed Fit
• 721 High Rise Skinny
• Ribcage
• Wedgie Fit7

Levi’s is known for several recognisable design elements:

• Red Tab sewn into the back pocket
• Two Horse Patch
• Batwing logo
• Copper rivets
• Arcuate stitching on back pockets

These features have become some of the most recognisable symbols in the apparel industry.8

Originally designed for miners and workers, Levi’s jeans evolved into a symbol of youth, rebellion, individuality and self-expression. Over the decades they have been worn by:

• Cowboys
• Factory workers
• Hollywood actors
• Musicians
• Students
• Artists
• Political figures
• Everyday consumers around the world

Levi’s has maintained relevance across generations by combining heritage with contemporary fashion trends.

In recent years, Levi Strauss & Co. has invested in sustainability initiatives that include:

• Reducing water consumption in denim manufacturing
• Using recycled and sustainably sourced materials
• Improving supply-chain transparency
• Expanding garment recycling and repair programmes
• Setting climate and emissions reduction goals

These efforts are part of the company’s broader environmental and social responsibility strategy.9

Today, Levi’s products are sold through:

• Company-owned retail stores
• Franchise stores
• Department stores
• E-commerce platforms
• Authorised retailers

The brand operates approximately 500 retail stores worldwide and distributes products in over 100 countries.10

Levi’s is widely regarded as the pioneer of denim apparel. More than 170 years after its founding, the brand remains one of the world’s leading names in jeanswear, blending heritage craftsmanship with modern innovation. The invention of riveted denim pants in 1873 laid the foundation for an industry that continues to shape global fashion.11

1. About Us – Levi Strauss History | Levi’s®
2. Levi’s® – Levi Strauss & Co : Levi Strauss & Co
3. Levi’s® History – Levi Strauss & Co : Levi Strauss & Co
4. History – Levi Strauss & Co : Levi Strauss & Co
5. About Us | Levi’s® PH Online Store
6. FAQ Our Products | Levi’s® Official Online Store PH
7. Levi’s® Official Online Clothing Store Philippines | Levi’s® Philippines
8. Sejarah tentang Levi’s® Jeans | Levi’s® ID
9. Brands – Levi Strauss & Co : Levi Strauss & Co
10. About Us
11. About Us – Levi Strauss History | Levi’s® US