Levi's

Nicknamed "The Mother of Jeans", it was founded in 1853 by Levi Strauss, a German immigrant of Jewish origin who came to California during the gold rush. The first modern jeans appear in the 1920s in the West as work outfits for cowboys, lumberjacks and railway workers. Levi's jeans landed on the East Coast during the ranch craze of 1930s, when Americans on vacation would return home with stories (and usually examples) of the new durable rivets trousers. Between the 50s and 80s, Levi's jeans conquered a wide range of young people, from greasers, to rockers up to hippies, making its way into the world of fashion.