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List of products by manufacturer Levi's

That’s when Levi Strauss & Co. began. Later, Levi Strauss, the man, partnered with Jacob Davis to invent the blue jean. And we’ve been innovating ever since.

Levi Strauss & Co. is one of the world’s largest apparel companies and a global leader in jeans. The Levi’s® brand is just part of our story. We’re also home to Dockers® and Denizen®. We have some 500 stores, and our products are available in 110 countries around the world.

Want to learn more about us? Visit LeviStrauss.com.

Inventing blue jeans was just the start of how Levi Strauss pioneered a brand for true originals. Around every bend of the Levi’s® story, innovation and quality is at the heart of everything we do. Here’s how we’ve made history with you…

Inventing blue jeans was just the start of how Levi Strauss pioneered a brand for true originals. Around every bend of the Levi’s® story, innovation and quality is at the heart of everything we do. Here’s how we’ve made history with you…


1853


LEVI STRAUSS & CO.


Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West.


1872


THE RIVETS


Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create and patent work wear riveted-for-strength made of brown cotton duck and true blue denim.


1873


THE BLUE JEAN IS BORN


Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create riveted-for-strength workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the blue jean, originally called “XX,” was born.


1886


TWO HORSES


The Two Horse logo demonstrates the incredible strength of Levi’s® clothing. The logo is first branded onto the leather patch of the “XX” jeans in 1886 and is still used today.


1890


FROM DOUBLE X TO FIVE OH ONE


The original “XX” blue jean is given its iconic lot number 501®


1895


PERFORMANCE GEAR


Levi Strauss & Co. introduces its first bicycle pants. It only takes another 116 years for us to come out with Levi’s® Commuter, a multi-functional performance product designed for the modern cyclist.


1908


THE HORSES GO GLOBAL


The Two Horse trademark is registered in Japan and Levi’s® global reach begins in earnest with markets like Australia and South Africa soon to follow.


1909


A NEW CLASSIC


This year sees the introduction of fine khaki pants and coats to LS&Co.’s line of clothing.


1912


CHILD’S PLAY


LS&Co. introduces Koveralls for children, a one-piece denim playsuit.


1928


IT’S OFFICIAL


LS&Co. registers the name Levi’s® as a trademark.


1930s


GO EAST YOUNG MAN


Authentic cowboys wearing Levi’s® jeans are elevated to mythic status, and Western clothing becomes synonymous with a life of freedom and independence.


Easterners who wanted an authentic cowboy experience head to dude ranches out West, where they purchase their first pair of Levi’s® jeans and take them home to wow their friends – and help spread the Western influence to the rest of the country.


1934


THEY CALLED THEM “LADY LEVI’S®”


The first jeans for women, Lady Levi’s® are made of pre-shrunk denim and constructed with many of the same features of the men’s 501® jeans. They owe their feminine allure to a fashionably high, nipped in waist.


1936


RED TAB


The Red Tab is first placed onto the right back pocket of the jeans and the word LEVI’S® is stitched in white in all capital letters on one side only. The red Tab was created to differentiate Levi’s® jeans from competitors.


1941


WASTE NOT, WANT NOT


Changes are made to Levi’s® products in order to conform to rules set by the War Production Board for the conservation of raw materials. The famous Arcuate back pocket stitching is painted instead of stitched to save thread. The back waistband cinch is completely removed and, to conserve metal, so are the watch pocket rivets. This time period also represents one of global expansion for the brand, showcasing the American icon on GIs overseas.


1950s


BANNED


The 1950s saw denim banned in some schools, especially in the East, for being a bad influence. The portrayal of denim-clad “juvenile delinquents” in movies and on tv led many school administrators to prohibit denim in the classroom, fearing that wearing the rebel uniform would lead students push against authority in all of its forms.


1954


AT YOUR LEISURE


The Denim Family line is launched, thanks to denim’s new appeal as a leisure fabric. And what was once only workwear crosses the line into the world of casual attire.


1954


AT YOUR LEISURE


The Denim Family line is launched, thanks to denim’s new appeal as a leisure fabric. And what was once only workwear crosses the line into the world of casual attire.


1961


KIDS THESE DAYS


The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill trouser for young men. Teenagers call them White Levi’s® because no one knows what to call blue jeans that aren’t blue.


Early 1960s


NO SHRINKING, VIOLET


We do the shrinking for you. Pre-shrunk Levi’s® jeans are introduced, relieving people of the process of a hot water denim marinade.


1964


DREST TO IMPRESS


Levi Strauss & Co. patents the Sta-Prest® process for creating permanent creases in fine trousers and shirts. The Sta-Prest® pants collection is re-introduced in the Levi’s® Spring 2012 Collection.


1967


BATWING


The red housemark “batwing” is designed by Walter Landor & Associates, and has, over the years, become shorthand for the Levi’s® brand itself.


1986


DRESSING BOOMER


Levi Strauss & Co. introduces the Dockers® brand, filling a niche for the baby boomer man who needs something to fill that wardrobe gap between his 501® jeans and his business suit.


1996


RETRO CHIC


The history of Levi’s® is kept alive through the launch of Levi’s® Vintage Clothing, a line that faithfully reproduces the fits, fabrics and characteristics of historic Levi’s® garments.


010


THE SHAPE OF THINGS


Levi’s® Curve ID jeans for women are introduced. Using a revolutionary fit system based on shape, Curve ID was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.


2011


LEVI’S® WATER<LESS™


The average pair of jeans uses 42 liters of water in the finishing process. The Levi’s® Water<Less™ Collection reduces the water consumption by up to 96%. It's the intersection of style and sustainability.

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