One of the most well-known and respected denim brands in the world, Levi’s are sold across the globe both in the company’s own stores and wholesaled to other retailers.
Levi Strauss &Co was established in 1853 after German founder Levi Strauss emigrated to San Francisco during the Gold Rush to open a dry goods business to serve the small general stores of the American West.
It wasn’t for another 20 years that his world-renowned blue jeans were invented following a letter from Jacob Davis, one of Levi's regular customers. In the letter, he told Levi about an innovative way he made hard-wearing trousers for his customers where he placed metal rivets on the pocket corners to strengthen them. Strauss agreed to pay to patent this process and Levi’s jeans were born.
Fashion retailer Levi’s has announced it will trial the use of AI-generated models in a bid to “increase diversity of models that shoppers see”.
Levi’s has reported a revenue boost for 2022 as its direct-to-consumer sales rise and demand for denim holds up.
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