ABOUT
LEVIS DENIM JEANS
Levis denim jeans was founded in 1853 when Levi Strauss came from Bavaria, Germany to San Francisco, California to open a west coast branch of his brothers' New York dry goods business.
Jacob Davis was a tailor who frequently purchased bolts of cloth made from hemp from Levi Strauss & Co.'s wholesale house. After one of Davis' customers kept purchasing cloth to reinforce torn pants, he had an idea to use copper rivets to reinforce the points of strain, such as on the pocket corners and at the base of the button fly. Davis did not have the required money to purchase a patent, so he wrote to Levi suggesting that they both go into business together. After Levi accepted Jacob's offer, on May 20, 1873, the two men received patent #139,121 from the United States Patent and Trademark Office. The patented rivet was later incorporated into the company's jean design and advertisements. Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during the California Gold Rush (which peaked in 1849), the manufacturing of denim overalls only began in the 1870s.
Modern jeans began to appear in the 1920s. In the 1950s and 1960s, Levi's jeans became popular among a wide range of youth subcultures, including greasers, mods, rockers, hippies and skinheads. Levi's popular shrink-to-fit 501s were sold in a unique sizing arrangement; the indicated size was related to the size of the jeans prior to shrinking, and the shrinkage was substantial. The company still produces these unshrunk, uniquely sized jeans, and they still sell very well.
LEVIS DENIM JEANS
NEWS
We've finally got on board with Levis jeans! Amazing as it seems in 7 years we'd never gotten round to stocking the most iconic denim jeans brand in the world. I think mainly because you can buy levi's anywhere we had to be sure we were getting something a bit different from the brand as we always like to offer the better product. Levis has given us access to what they term Levi's with roots which is a step above the usual run of the mill denim that you'll find in the high street. This basically means we have the good stuff! Better washes, cone mills denims on some jeans and also full access to the Levis Engineered denim range which this season is due to explode with twisted seam goodness! We're also stocking a good selection of levi's denim cuts with the iconic 501, the looser 505 and 506 and the slimmer fit of the 511.