Levi's is an iconic American brand founded in 1853. It is a pioneer of the denim industry, a manufacturer with a worldwide reputation and prestigious status. The Snicker Encyclopedia of the Street Beat chain of stores tells how the company developed from the first pair of jeans to modern innovative solutions.

The biography of Levi Strauss is a living example of the embodiment of the great American dream. The story of an emigrant from the old world who crossed the ocean in search of a better life and became one of the great people of his time and a symbol of the United States of America.Levi's trademark is known all over the world and is popular to this day.

Business was booming. In 1856, the older brothers of the Left, who bore the American names Jonas and Louis, joined the company. A sign "Levi Strauss & Co" was installed at the store on Sacramento Street, indicating that the place belongs to Strauss and the company of his partners. Levi traveled around the mining camp, talked to customers right at the workplace and found out what they would like to change in jeans. Every detail was brought to perfection, so the demand for Levi's products exceeded the supply. At first, all the jeans were the same size, which meant fitting the figure after washing.

For a long time Strauss and partners supplied the material to other tailors. One of these clients, Jacob Davis from Nevada, in 1872 addressed a letter to Levi Strauss & Co. According to him, buyers of trousers complained that pockets were torn from heavy nuggets. Davis suggested Strauss to «strengthen» the material with double stitching and install rivets at the tension points. On May 20, 1873, the company received a patent. So the first jeans appeared.

The 501 invented by Levis Strauss and JAcob Davis was made with the intention of making an overall garment that would be durable by adding copper rivets in the stress points of the pants. It was made for heavy duty work done by farmers, miners, and laborers.

The 501 were made specifically as a functional garment. 501 were the first evver blue jeans that were invented and since then the classic design has not changed. It is a straight fit jean also known as classic regular fit.

In 1890, the company assigned numbers to the batches of products for the first time. Jeans received the number 501 and subsequently became the best-selling model in history. Some sources claim that the number «5» was assigned to goods of the highest quality.

Women were usually seen wearing men's Levis pants to look fashionable. In 1934, Lady Levis was launched and in 1935, it was featured in Vogue magazine. Big celebrities like Marilyn Monroe were seen styling the 501 which was a sign of beauty in the rough masculine clothing.

During the war years, the role of women in American society became more significant. Thousands of American women have served and worked in enterprises. When the war ended, women were given the right to vote as a sign of respect for their exploits. This fact influenced the appearance of the Freedom-Alls women's clothing line in the Levi Strauss & Co range in 1918. The name of the collection has become a symbol of women's equality and the determination of the US actions in the outcome of the battles.

Since 1936, all models have been provided with branding on the back pocket in the form of a red name tag. It served as a quality mark by which the authenticity of jeans was determined. Later, the logo was also made in orange, blue and white colors.

Now jeans could be bought not only in department stores and workwear stores, but also in the most fashionable boutiques in Europe and Asia. In 1999, Levi's introduced Engineered Jeans products to the range. This collection is distinguished by a more comfortable cut and special seams that are practically not felt by the body.

The decade began with the release of the Curve ID women's collection, which consists of specially tailored jeans that fit well on any figures. A year later, the Commuter bicycle line appears, as well as eco-friendly Water