Collection: LEVI'S®

The story of LEVI’S® begins in 1853 in San Francisco, when Levi Strauss opened a haberdashery and developed sturdy clothing for workers. The decisive breakthrough came in 1873 together with Jacob Davis, when they reinforced durable denim with copper rivets, thus creating the first blue jeans. Originally designed for workers during the American gold rush, the jeans impressed with their exceptional durability and practicality. Quickly, LEVI’S® evolved from practical workwear to a world-renowned brand and a symbol of authentic denim. The distinctive Red Tab on the back pocket became the trademark and made LEVI’S® jeans recognizable worldwide.

The 501® – the most iconic jeans in the world

With the legendary 501® Original, LEVI’S® created one of the best-known and most influential jeans of all time. The classic straight cut, the high-quality denim, and the timeless design make the 501® to this day an indispensable part of the denim world. Besides this classic, LEVI’S® offers a wide range of different fits such as the 502® or 555®, which combine modern shapes with traditional quality. The combination of practicality, comfort, and unmistakable style made LEVI’S® the leading brand in the field of denim.

From the gold rush to the streetwear and casual scene worldwide

What once began as sturdy workwear has developed over the decades into a fixed part of streetwear and modern lifestyle. LEVI’S® jeans have been worn by generations and shaped various scenes – from workers to musicians to urban streetwear. Whether in the stadium, on the street, or in everyday life – the brand stands for authenticity, quality, and timeless style. With its long tradition and unmistakable design, LEVI’S® remains one of the most influential and best-known denim brands worldwide to this day.