Levi Strauss & Co, also known commercially as Levi’s is the oldest and most famous brand of jeans in the world. Levi’s is the quintessential jean, as we all know.
This family business was created in 1853 in America to supply heavy-duty work trousers for miners, rail workers and cowboys. In time, the jean was adopted by rockers, hippies, bikers and babydolls. Levi’s label encapsulates an America that is traditional, democratic and at the same time rebellious.
On the sleeve of his album “Born in the USA”, Bruce Springsteen wore a pair of Levi’s 501… The label’s long and impressive journey culminates in the 1990s.
Facing competition from the “fast fashion” and the advent of designer jeans, was is the end of Levi’s? Not for us here at deToujours.com. No never!
Levi’s 501 were created in 1890 by Levi Strauss and Jacob Davis. Such a legendary pedigree, of course it is fighting back!