In 1852, a Bavarian immigrant named Levi Strauss opened a merchandise store in San Francisco. He realized that manual workers 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 everyday life for everyone.
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