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.