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It was founded in 1853 by Levis Strauss, an immigrant of Bavarian origin who arrived in California during the gold rush and opened a subsidiary of the company of fabrics run by himself and by his brothers in New York.

The activity of Strauss was concentrated from 1849 on the itinerant sale of work clothes to unskilled workers and "gold diggers", exploited the request of special fabrics useful for working in the mines, was precisely based on the needs of the workers who designed and built dungarees, still considered the most comfortable and practical clothing for manual work. On 20 May 1873 the modern denim jeans were produced and patented and from here began the long history of Levi Strauss & Co.

The characteristic double-arched double-arch stitching on the back pockets was created in 1873, while in 1886 the "patch", the label with two horses, appeared for the first time.

The strength of the product lies in its faithfulness to its original form, the 501 line does not follow the details of fashion. They are still produced today in the traditional form to suggest to those who wear them independence, freedom and the American way of life.

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