Levi Strauss & CO is more modern than ever, despite their long history since 1853. When Levis Strauss co-invented the blue jeans with Jacob Davis in 1873, he did not know that they created an global brand that would be associated with self-realization and a classic American, cool style. The original jeans 501® is a cultural icon, with its straight fit and classic buttoned fly. Trough the years, generation after generation has bought and used these - and they only get more and more stylish with time. Classics such as Levi’s® jeans, t-shirts, hoodies and jeans jackets can be seen on it-people all over the world and are used as fresh everyday garments by a whole lot of people.