The definitive name on all matters pertaining to denim, Levi’s was founded in 1852 by Bavarian immigrant, Levi Strauss. Strauss opened a dry goods store in San Francisco at the height of the California Gold Rush. It was here that Strauss recognised the need for a hardwearing, utilitarian garment which could endure the strains of rigorous manual labour. This new type of garment quickly came to be known simply as jeans, and the rest is history.

Levi's Denim – John Simons Menswear London
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