In 1852, a Bavarian immigrant named Levi Strauss opened a goods store in San Francisco. In his business, he noticed that manual workers primarily needed robust clothing designed to last. In 1873, he had the idea to combine durable denim with copper rivets. This original creation, initially intended for American workers, gradually became the uniform of change. Worn by miners, ranchers, rebels, rock stars, presidents, and ordinary men and women, our pieces eventually became a part of everyone's daily life.
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