Levi Strauss & Co.

What do Elvis Presley, Ringo Starr, cowboys, and gold rush miners have in common? Their blue jeans! From overalls to hip huggers, from stone washed to dirty denim, one company has been at the forefront of the denim industry for 130 years. Join Jennifer Fischer as she features the history and trends of Levi Strauss & Company.

Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with sales in more than 100 countries. In those early days, Strauss sold denim at his San Francisco dry goods store to miners in the Gold Rush. But it was the invention of the rivet by tailor Jacob Davis and a partnering with Strauss, which lead to the jeans we know today.

Today, Levi-Strauss & Co recently remodeled their flagship store, which is located in San Francisco. Not only does Levi have a modern store in the Bay Area, they now have a modern way of shopping for those tried and true blues. If you'll in the need for a new pair of Levis and you just can't find what you're looking for on the rack, then you customization is for you. The Levi customization department can sew, rip and dye their way to creating their perfect pair of blue jeans. In an industry where the old is new and the new is old Levi Strauss & Co continues to revolutionize the face of fashion.

You can find out more at www.levistrauss.com.