After decades of inching towards the creative edge, Levi’s is basking in the mainstream

The story of the Levi’s brand contains none of the perilous drama featured in the movies of its homeland. It’s a chapter straight out of the American Dream storybook: a German immigrant moves to New York, heads west amid the Gold Rush, sets up a dry goods store, experiments with rivets in jeans with a Latvian tailor and patents the blue jean on 20 May 1873.
From then on in, the brand of Levi Strauss & Co found itself zipped into each and every stylised moment of modern Americana.