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Bavarian-born Levi Strauss, who moved to San Francisco during the gold rush era, partnered with Jacob Davis - a tailor from Nevada - in 1853 to invent the blue jean and Levi Strauss & Co. have been innovating ever since.

They are now one of the world's largest clothing brands and are a global leader when it comes to jeans. The duo created and patented workwear which was riveted for strength and made of brown cotton duck and true blue denim in 1872, with the blue jean born a year later.

The two horse logo, which is still used today, was first branded onto the leather patch of the XX jeans in 1886, while 1890 saw the XX jean given its iconic lot number of 501. When Levi Strauss passed away in 1902, his four nephews took over the business and 1908 saw the two horse trademark registered in Japan, while markets in Australia and South Africa soon follow.

More clothing lines, including women's and children's items, were introduced, while the first jeans for women, Lady Levi's, arrived in 1934. The Denim Family line was launched in 1954 as workwear crossed the line into casual fashion, while the 1960s saw Pre-shrunk jeans introduced and Sta-Prest patented.

Levi Strauss & Co. made clothing for athletes at both the 1980 and 1984 Olympic Games, while the Dockers brand was introduced in 1986. To cap the Levi's story off, the 501 jean was named Fashion Item of the Century by Time magazine in 1999.