The Levi’s® brand epitomizes classic American style and effortless cool.  Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873,  Levi’s® jeans have become the most recognizable and imitated clothing in the world — capturing the imagination and loyalty of people for generations. And while the patent has long since expired, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.