While Levi was happy doing this, Jacob Davis, a tailor from Nevada, teamed up with Levi Strauss to create and patent work wear that was riveted for strength and durability. After working on this for a year, in 1874, the blue jean was born! Both Jacob and Levi had created the first blue jean, called “XX” (extra extra strong) to which the U.S. Patent and Trademark Office granted the patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention.
You may recognise the Two Horse logo on the back patch of Levi’s jeans and it demonstrates the incredible strength of the brands clothing. It was an innovative concept. Levi’s clients at the time were cowboys, farmers, and workers who were mostly illiterate so when they went to buy a pair of jeans all they had to do was ask for the pair with two horses. The logo was first branded onto the leather patch of the “XX” jeans in 1886 and is still used today. In 1890, the original “XX” blue jean was then given its iconic lot number 501®. This is still one of the brands most famous pair to date.
Davis soon came to work for Strauss’s already well-established company and continued to do so for the rest of his life. Levi Strauss & Co. soon established its signature Levi’s brand of denim wear, which would go on to become one of the most notable brands in the world.
The jeans became popular with incredible speed, but for decades they were still referred to as ‘waist overalls’ or simply ‘overalls.’ It wasn’t until the 1960s that the name ‘blue jeans’ became widely used.
Levi’s has been a staple of fashion throughout the world and the logo is one of the most commonly known and recognised by everyone. From flared 70’s jeans to high waisted 90’s classics, Levi’s continue to go from strength to strength. The reliability and durability of their products has never faltered and this is what their customers know and love about the brand with the two horses.
