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Brand Spotlight: Levi's

Levi Strauss & Co. was originally a dry goods wholesale business owned by Levi Strauss. Jacob Davis was a tailor who frequently bought denim from Strauss’ store. Davis designed pants with copper rivets reinforcing points of strain on the pocket corners and the base of the button fly, but he didn’t have the money to purchase the patent. He went to Strauss, who agreed to go into business with him in 1873. The reinforced pants were popular with working people in the U.S. up until the 1950s, when they became popular with subcultures like greasers, punks and hippies. They came into mainstream popularity during the 1960s and ’70s as the casual look kicked off. Since then, Levi’s has become an American wardrobe staple. Their shrink-to-fit 501 jeans remain a popular product even today. [caption id="" align="aligncenter" width="522"] Miley Cyrus wearing Levi’s cutoffs.[/caption] [caption id="" align="aligncenter" width="540"] Kayne West in a custom pair of Levi’s 514 jeans.[/caption] levislooks