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In 1852, a Bavarian immigrant named Levi Strauss opened a dry goods store in San Francisco. Through his business, he noticed that manual workers mainly needed sturdy clothing designed to last. In 1873, he came up with the idea of combining durable denim with copper rivets. This original creation, initially intended to dress 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 part of everyone's daily life.
