The Original Jeans Brand, Levi Strauss & Co. was established in 1853 when Bavarian immigrant Levi Strauss and Jacob Davies patented the first ever riveted denim trousers. This Iconic American denim brand prides itself with over 100 years of denim innovation and heritage. Levi's was the first manufacturer to apply rivets to denim fabrics to strengthen the seams so that workers could enjoy a more durable, harder wearing work wear. Levi's is one of the most recognisable brand names and trade marks in American culture and continues to be the leading manufacturer of denim jeans across the globe.