Levi Strauss & Co., commonly known as Levi's, has been an iconic figure in the fashion world since its inception in 1853. Founded by Levi Strauss, a German immigrant, and Jacob Davis, a tailor, the company initially catered to the needs of gold miners in California during the Gold Rush era.

Their breakthrough came in 1873 with the invention of the blue denim jeans, featuring copper rivets at points of strain to increase durability, patented by Levi Strauss & Co. and Jacob Davis. These durable and practical jeans quickly gained popularity among miners and workers for their robustness.

Throughout the 20th century, Levi's became synonymous with American culture, symbolizing ruggedness, individuality, and rebellion. The brand's jeans became a staple in the wardrobes of people from all walks of life, from cowboys to rebels to celebrities, solidifying its status as a cultural icon.

In the 1960s and 1970s, Levi's jeans became associated with counterculture movements, further cementing their place in history. The brand diversified its product range, introducing various styles and fits to cater to evolving fashion trends.

As globalization took hold in the late 20th and early 21st centuries, Levi's expanded its reach internationally, becoming a global powerhouse in the denim industry. Despite facing competition from other brands and shifts in consumer preferences, Levi's has maintained its relevance through innovative marketing strategies, collaborations, and a commitment to quality craftsmanship.

Today, Levi's continues to be a symbol of authenticity, with its timeless denim products remaining a wardrobe staple for millions worldwide. Throw on a Jacket and a pair of Western Boots and you're set to go. It couldn't be any easier!

Denim jeans are the most versatile piece of clothing you will ever wear, from a bootcut, regular, stretch skinny, even the new range of Levi’s workwear, you will find it at Allingtons. Top off the look with a classic Levi's seasonal Tee or shirt. You can't go wrong with Levi's!

Take a look at our range of Rugbys, a classic country look with an urban feel.