he story of the legendary Levi's jean began on February 26th, 1829 with the birth of Levi Strauss. Creator of the classic 'blue jean', Levi has seared his way into the hearts and souls of people across the globe. Representing the spirit of bold independence, Levi's jeans have always been built for pioneers of the past, present and future, making them a household force to be reckoned with. Originally an immigrant of Bavaria, Levi traveled westward in search of greater opportunities and fortune. An eager businessman of his time, he established a wholesale dry goods business simply dubbed 'Levi Strauss & Co.' It was through this outlet that he imported dry goods, including clothing, umbrellas and fabric. Business was blossoming with the rise of the gold rush, but it was in 1873 that Levi struck gold. Levi Strauss, along with co-creator Jacob Davis patented the process of adding rivets to pants for increased strength and durability. Their creation of the classic 'blue jean' can now be found in households and catwalks worldwide. LS&Co exists today as one of the world's largest brand-name apparel marketers with sales in over 110 countries. The Levi's brand continues its legacy by consistently providing quality jeans and products, and by earning the trust of consumers, investors, employees and society as a whole through their responsible business practices. This principle of responsible commercial success is embedded in the company's 156-year history and continues to anchor the way LS&Co operates today.