Levi's Strauss & Co are famously the inventors of the blue jean having patented their original riveted design in 1873. Since then they have built a brand that has become a household name and world leader in denim with their instantly recognizable Red Tab and Double Arc stitching on the back pockets.
The rivets allowed for the jeans to be re-enforced at stress points such as on the fly and pocket corners. This hard-wearing design meant it became instantly popular with ranchers, lumberjacks and laborers. It wasn't until the 1940s that Levi's saw massive expansion, as denim was sold exclusively to the armed forces which led to it moving out of work-wear and into the casual wardrobe. Couple that with a range of youth movements adopting the Levi's jean as part of their 'uniform' in the 1950s and 60s, Levi's went from 15 sales people and two factories to a sales team of 22,000 and 50 factories in 35 countries in 30 years.
Nowadays Levi's still continues to innovate with new cuts, methods of wash and unique features as well as offering a full range of shirts, t-shirts and jackets that create and lead the way in the American look and style.