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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.
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