Levi’s® Performance Jeans

Levi's® Ribcage Jeans

Discover the fascinating story behind the iconic Levi Strauss jeans, from the California Gold Rush to their status as a global fashion phenomenon 👖

On February 26, 1829, Levi Strauss was born in Bavaria. At the age of 18, he moved to the United States to run a dry goods store with his brothers in New York. During the California Gold Rush, Strauss traveled to San Francisco in 1854 to open a west coast branch to sell goods to gold miners. His business sold a variety of clothing items, including trousers made from canvas. Jacob W. Davis, one of Strauss’ customers and one of the inventors of riveted denim pants, went into business with Strauss

Levi Strauss & Co. Project F.L.X.