Why is ‘Levi jeans’ considered an iconic brand? For a very simple reason- Levi Strauss was the person who invented the jeans. Levi worked in a dry goods store in California during the Gold Rush of 1849. He noticed that miners needed rugged, tough and yet comfortable pants to work. He came up with the idea of sewing pants made of canvas and then moved on to a thick fabric known as serge de Nimes, later shortened to Denim.

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