Levi Strauss & Co. made the very first pair of blue jeans over 140 years ago. Since then, the brand has grown from a working man’s essential and a World War II staple, to a global culture phenomenon.
Between the 1950’s and the 1980’s Levi's iconic pair of jeans were celebrated by a whole range of youth subcultures, from mods and rockers to hippies. And despite the huge range of denim brands now out there, Levi’s jeans are still the preferred and most popular choice worldwide!
From the traditional Shrink To Fit 501’s which cleverly mould to your body shape and are still Levi's No.1 selling product, to the contemporary Curve ID range, tailored to different body types, Levi’s celebrates its fusion of heritage with innovation.