17369-0631

In 1853, Levi Strauss opened a dry-goods store in San Francisco. He discovered a great need among the hardworking people for extra wear-resistant clothing. Working with a tailor, he reinforced heavy denim with copper rivets and launched the first pair of denim dungarees in 1873. These were the world’s first “blue jeans” as we know them today. The functional attire that started out as the uniform of the American worker was later embraced by cowboys, rock stars, presidents and ordinary men and women.