Bavarian immigrant Levi Strauss leaves New York and heads to San Francisco to set up a wholesale dry goods house, which grows into a prosperous business over the next twenty years.

Levi Strauss and Nevada tailor Jacob Davis receive a U.S. patent to make men’s denim work pants with copper rivets. They begin making the “waist overalls”—now called blue jeans—in San Francisco.

The San Francisco earthquake and fires destroy Levi Strauss & Co.’s showroom as well as many local businesses. The company extends credit to its wholesale customers to help them get back in business. All employees are kept on the payroll while a new production facility is built in San Francisco.

Levi Strauss & Co. creates “Lady Levi’s®”, the company’s first blue jean for women.

During World War II, the design of jeans is changed due to government mandates regarding the conservation of raw materials. U.S. soldiers wear their Levi’s® jeans and jackets overseas, giving the products their first international exposure.

Levi Strauss & Co. begins selling products on the East Coast. Jeans become associated with rebellion thanks to films and TV shows that feature “bad boys” in Levi’s® jeans.

Over the objections of local officials, LS&CO. opens a plant in Blackstone, Virginia as an integrated facility. The decision predates federally-mandated desegregation.

STA-PREST slacks—the first wrinkle free products—are introduced. Levi’s® jeans become part of the permanent collections of the Smithsonian Institution.

Levi Strauss International and Levi Strauss Far East are established, beginning the company’s expansion into Europe and Asia.

The company airs its first television commercial in the United States. Rock groups such as The Jefferson Airplane and Paul Revere and the Raiders record radio commercials for Stretch Levi’s® and White Levi’s®, establishing the brand’s four-decade connection to Rock ‘N’ Roll music.

Levi Strauss & Co. is the official outfitter of the U.S. Olympic Team and the Los Angeles Games staff. The “501® Blues” television campaign is launched at The Olympic Games leading to a resurgence in sales of the 501® jeans.

Dockers® khakis are introduced in the United States, creating a new category to bridge the gap between jeans and business suits.

The Dockers® brand is introduced in Europe.

Levi’s® Vintage Clothing is introduced globally. LVC is a line of authentic reproductions of clothing from the Levi Strauss & Co. Archives.

LS&CO. celebrates the 125th anniversary of the invention of jeans.

A flagship Original Levi’s® Store opens on San Francisco’s Union Square.

Levi Strauss & Co. launches the Levi Strauss Signature® brand, a range of high-quality jeanswear and casualwear for value-conscious consumers.

The Asia Pacific Division opens “women’s only” retail stores. The Asia Pacific Division launches Levi’s® Lady Style jeans, a more sophisticated line of jeans for women.