Levi Strauss Born in 1829 in Germany, moved to the US in 1847. 1853 he tailored his first work pants called „waist overall“ from avery durable sails cloth called „duck“ for a miner. Due of its durability and its demand, Levis Strauss and his brother in law David Stern founded a company. 1860 they installed their first sewing hall in mass production for this „waist overall“ there they produced with the blue cloth from Nimes (from Nimes = de Nimes = denim)
Jacob Davis got the idea to use rivets and they took out a patent together (he coudn't afford it on his own).
Today they have 4 brands. Levi's, Dockers, Denizen, Signature by Levi Strauss & Co.
I started this all about facts and then I researched for some campaign pics and fell in love with them.
Just for the record. the very beginning of jeans-fashion. not fashion in general.