In 1853 ο Levi Strauss opened a dry goods wholesale company in San Francisco. While he was working, he recognized a need among hardworking people: clothes built to endure anything. May 20, 1873 marked an history day: the birth of the blue jean. It was on that day that Levi Strauss and tailor Jacob Davis obtained a U.S. patent on the process of putting rivets at pocket corners in men's work pants for the very first time. What started as an invention for American worker became the uniform of progress and make Levi's the most popular brand of jeans.
Levi's® and sustainable fashion.
Levi Strauss & Co. has always been a leader in sustainability. In 1991, it established "terms of engagement" that laid out the brand's global code of conduct throughout its supply chain. This meant setting standards for worker's rights and a ethical engagement with the planet. Since 2011 launching water>less innovation, production techniques that use far less water.