Levi's Men

The Levi's story begins in San Francisco in 1873 when Levi Strauss, a Bavarian immigrant businessman, decided to reinvent workwear. He collaborated with the tailor Jacob Davis and decided to develop new robust ready-to-wear pieces that would last over time. The duo added copper rivets to denim to reinforce it, and the famous "blue jean" was born. A few years later, in 1890, the 501 model saw the light of day. Lauded today more than ever, the 501s have seen their cut, wash and style evolve over time, going from skinny to cropped. Made exclusively for men until 1934, Levi's jeans democratised, introducing womenswear. The biggest icons of the time like Marylin Monroe, Marlon Brando and James Dean were seduced by this innovative piece of style, participating in its popularity. While denim remains a pillar of the American brand, other essentials like jumpers and denim jackets complete the collections. From day labourers to movie stars, the Levi's story continues to inspire and grow thanks to lovely collaborations, environmental commitment and strong visual identity. This 150-year-old success story is at no risk of being extinguished.