After working with his brothers in their dry goods wholesale business in New York City, Levi emigrates to Gold Rush San Francisco. He opens his own dry goods business to serve the small general stores of the American West.

The Two Horse Trademark depicts two horses attempting to pull apart a pair of Levi's® waist overalls. The logo symbolized the strength of the clothing in the face of competition.

In order to differentiate our products from competitors, the Red Tab is added to the right back pocket of the 501® jean, where it is still placed today.

Employee donations at the Kaposi Sarcoma clinic at San Francisco General Hospital are matched by the Levi Strauss Foundation. The following year, support groups for HIV+ employees are formed at our headquarters.

We are the first multinational apparel company to launch a comprehensive code of conduct for all contract factories and licensees. The Terms of Engagement set out ethical standards, legal and environmental requirements, community involvement and standards to address child and forced labor, disciplinary practices, working hours, wages and benefits, freedom of association, discrimination, and health and safety.

The innovation lab is a research and development facility dedicated to design ideation and prototyping.

The 700 series is inspired by the original 1934 women’s blue jeans Lot 701. The pants include additional stretch along with authentic elements like the Two-Horse Design patch.

Designed for the urban commuter, Jacquard technology woven into this Levi’s® jacket lets you access your music, navigation and communications such as texts and calls with the swipe of your sleeve.