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Levi's

YOU WEAR JEANS. YOU LIVE IN LEVI'S®. In 1852 Levi Strauss, an immigrant from Bavaria, opened a haberdashery shop in San Francisco. It was the time of the gold rush. He quickly realized what hard-working people need: clothes that can do anything. He and the tailor Jacob Davis combined reinforcements made of copper rivets with robust denim and produced the first "Waist Overalls" in 1873. Today we call them "Blue Jeans".

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