Levi Strauss & Co was founded in 1853 in San Francisco, United States. The know-how of the company was the product called “jeans” and still all jeans in the world are reproduced from the invention of Levi Strauss. By the way, the founder of the company, Levy Strauss, did not like the word “jeans”, preferring to call his invention “coverall”. And indeed, the belt of jeans at that time had buttons for suspenders. Only after his death, his descendants dared to call denim “jeans”. Now this word sounds the same in all languages of the world, as well as jeans themselves are in the wardrobe of almost every person.The history of denim clothes is a story of Levi`s®: the epoch-making model 501, women’s jeans, stretch denim, trim cut – every time Levi’s surprised and wondered people all over the world by the most widespread clothing – jeans. After 150 years from the start of Levi`s®, nothing has been changed. The company is still the first and largest in the denim world. The ideas from Levi`s® are still the object for imitation and theft, the clothes of the brand Levi`s® are popular all over the world and the red label in the back pocket relates you to the caste of people who understand something in this world.