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That's the meaning behind our iconic Two Horses logo - and it still resonates today, more than a century since it was first branded into a leather patch of 501® jeans in 1886.
When Levi Strauss co-invented the blue jean in 1873, he didn't know that he was creating a global brand that would become known for self-expression and classic American cool. And that's the beauty of the Levi's® story.