Everywhere in the world, Levi's means only one thing: jeans.
It was founded by a German immigrant, Levi Strauss, in the 1853 California Gold Rush.
Strauss initially sold cloth imported to New York by his brother (also used for the classic Conestoga wagon).
In 1873 he collaborated with Latvian Jacob Davis (the true inventor of modern jeans), and the joint-venture produced Levi's jeans.
In 1890, they created the best-known model, the 501, which is basically identical to the one we use today.