Levis Brand Edit
In 1853, Bavarian-born Levi Strauss moved to Gold Rush era in San Francisco to open a dry goods business. From there, he sold clothes, boots and other goods to the small retail stores of the American West. In 1872, Jacob Davis, a tailor from Reno, Nevada, teamed up with Levi Strauss to create and patent work wear riveted-for-strength made of brown cotton duck and true blue denim. After working on this for a year, in 1873 the very first pair of jeans, as we know them today, were born.
What started as an invention for the American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and everyday men and women, these functional pieces were the clothes people not only worked in—they lived their lives in, too. In 1866 the iconic two horse back patch logo was created to symbolise the incredible strength and durability of the pairs invention. The patch was trailed on the very first pair of ‘XX jeans’ which had been given the lot number 501 – which remains one of the most famous and iconic pairs of jeans to date.
In 1902 unfortunately Levi Strauss passed away after a cardiac arrest and his four nephews took the reins of the company. A few years later in 1906, disaster struck the company again when The San Francisco earthquake and fire destroyed the headquarters and two factories of Levi Strauss & Co. This then resulted in the bigger and better Levi’s HQ being build on 250 Valencia Street, San Francisco.
The global presence of Levis really began gaining momentum in the 1930’s. Authentic cowboys were wearing Levi’s jeans which elevated the brand to a certain status and this western style of dressing began popularising across America and Eastern over in Europe.
Fast forward to the 1980’s and the trend of oversized denim jeans was at it’s peak which then inevitably led to a decrease in popularity in the 1990’s as new trends came in. In 1996 the brands clothing line Levis Vintage was born in an attempt to emulate that renowned build quality and craftsmanship via apparel that fitted the current times.
Levi’s® Vintage clothing is a throwback collection inspired by the iconic looks of bygone years, updated with a modern twist. Dedicated to recreating the fits, fabrics and details of our prior generations, every item is an archival reproduction of the looks of those iconic times. Since 1873, the brand have been making clothes for cowboys, rebels, rock stars and everyday hardworking men and women. The brands F/W 20 collection paid tribute to the 1980s Louisville underground music scene and the unorthodox approach of its bands.
In 2011, the company started to get more wise and ethical about their production, inventing Levi’s® Water<Less™. The average pair of jeans uses 42 liters of water in the finishing process, so the Levi’s® Water<Less™ Collection reduced the water consumption by up to 96%. This new focus on the environmental impacts of production resulted in big name celebrities of the time such as Will.I.Am getting behind the brand and creating a collaboration collection with Levi’s.
9 years later in 2020, 83% of the raw cotton materials used the Levis denim was derived from more sustainable sources. A 2025 baseline target was also implemented in regards to water usage and climate impact. This included a goal of 100% renewable energy being used in production and a 90% reduction in green house gases being emitted in every stage of the cycle – thus reducing the companies carbon footprint significantly.
Levis at Stuarts London
Here at Stuarts we have a plethora of Levis & Levis Vintage to suit all your needs, from the iconic 501 Jeans to the Type III Sherpa Trucker Jacket.
The kind of jacket you’ll wear for decades and pass on to generations to come. This worn-in, ’90s-inspired take on our Original Trucker Jacket was built with more room in the shoulder and sleeves and a boxy silhouette. This one features a plush sherpa lining, making it ideal for chillier months. Inspired by how people wore their Trucker Jackets in the ’90s and designed with superior craftsmanship. Boxy vintage silhouette for a stylish throwback feel perfect for layering. Designed with an elevated wool blend fabric in a cool, stylish plaid and sherpa lining for added warmth. Gets better over time from natural wear with fading, stains and holes.
Elevate your wardrobe essentials with this Levi’s overshirt. The cotton construction provides a super soft and lightweight feel and can be effortlessly styled. Twin button-down pockets sit at the chest and the look is completed with the iconic Levi’s logo flag, embroidered at the left breast pocket.