When the franconian immigrant Levi Strauss founded his textile company in San Francisco in 1853, his patrons were primarily gold diggers, who appreciated the new riveted denim pants for their extreme durability. It was not until the 1920's that denims were popularized as casual wear for everybody. The denim story is one of extraordinary success: Riveted denims quite literally became the garment of the 20th century, signifying freedom, youth and effortless swagger. All the way around the globe, denim aficionados swear by the original: Levi Strauss.
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When the franconian immigrant Levi Strauss founded his textile company in San Francisco in 1853, his patrons were primarily gold diggers, who appreciated the new riveted denim pants for their extreme durability. It was not until the 1920's that denims were popularized as casual wear for everybody. The denim story is one of extraordinary success: Riveted denims quite literally became the garment of the 20th century, signifying freedom, youth and effortless swagger. All the way around the globe, denim aficionados swear by the original: Levi Strauss.
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