Levi's

Levi Strauss set up his business in San Francisco in 1853, and twenty years later patented, with tailor Jacob Davis, the copper-riveted work pant that would become the blue jean. The 501, its direct descendant, went from workwear for miners and labourers to a global symbol of youth culture. Today Levi's remains the reference for denim, constantly reinterpreting its archive.