The Californian gold rush caused gold miners to want clothes clothes that were strong and did not tear easily. Because of the sheer volume of miners that where looking for these type of clothes, in 1853, Leob Strauss started a wholesale business, supplying durable clothing. Strauss later changed his name from Leob to Levi, thus creating the immortalised Levi's brand that is still so much a part of jeans culture... Read more
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