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Levi's Jeans

The Levi's® brand epitomises classic American style and effortless cool. Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levi's® jeans have become the most recognisable and imitated clothing in the world - capturing the imagination and loyalty of people for generations. And while the patent has long since expired, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.

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Levi's

Founded in 1873 when Levi Strauss co-invented the first blue jean, Levi’s® is the global leader in denim. One of the most widely recognised and often imitated brands in the history of apparel, Levi’s® was born when Jacob Davis, a tailor from Reno, Nevada, and Strauss teamed together to create and patent workwear pivoted for strength.

Continuously innovating since the birth of the first pair of jeans (or overalls, as they were called at the time), the brand launched a line of khaki pants and coats in 1905 and its first garment for women in 1918 – a one-piece tunic that gave women the fashion freedom to adapt to their changing roles in society.

Almost a century and a half later, the brand remains a cultural icon, capturing the imagination and loyalty of people for generations. Today the brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.

With a handpicked selection of our favourite Levi’s® products, THE ICONIC is your one-stop shop for your new wardrobe essentials. Browse through our edit and enjoy free and fast shipping to your doorstep today.