Over 140 years ago, Levi Strauss invented simple blue jeans that forever changed the way America and the rest of the world would dress. Building on a heritage of quality and authenticity, Levi's Made & Crafted creates the classics of tomorrow, balancing the history of the past with a future-oriented style. The brand is constantly reinventing Levi's classic style in a progressive way, putting craftsmanship at the centre.In 1852 Levi Strauss, a Bavarian immigrant, opened a dry goods business in San Francisco during the peak of the California gold rush. His idea was simple but successful: to produce clothes made so that they could last well and for a long time. Levi Strauss and Jacob Davis added reinforcing rivets to a resistant denim fabric, and in 1873 the first overalls and “blue jeans” were born.
What began as an invention for the average American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and ordinary men and women, these practical garments were the clothes that people not only worked in but literally lived their lives in. But Levi's are much more than that. They are the purest form of authentic self-expression. They carry the signs of life, the shapes of our bodies, the memories of our adventures.Levi's social and environmental commitment has resulted in its Buy Better, Wear Longer philosophy, which aims to employ production practices that are more planet-friendly. Levi's manufactures products with increasingly sustainable techniques and better materials, packaged to the highest quality standards and made to be extremely durable. With the innovative technologies applied to cotton hemp, Levi's Well Thread, Water Less and other production techniques, less water is consumed and waste is reduced. The concept of durability goes far beyond simple daily use and Levi's products are designed to be lived in and to become even better looking over the years.

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