Levi Strauss, who in 1853 had founded together with brother David Stern, the wholesale Levi Strauss & Co., focused since 1849 on itinerant sales of special clothing for unskilled workers and "gold diggers", taking advantage of the demand for special fabrics useful to work in the mines, to wagons of the pioneers and the sails of the boats; and it was according to the needs of workers, that designed and built the overalls, still considered the most comfortable clothes and utilitarian manual work.
Strauss boasted a good business trend and decided to finance the patent and immediately apply the method to the factories, so in 1873 the modern denim jeans were patented, starting the long history of Levi Strauss & Co.
In 1886, it appeared for the first time the "patch", the label with two horses, placed on the back of trousers, which showed the indications of the size and model, as well as a brand obtained from an old advertising design, depicting an elementary test of quality, which depicts two horses trying to tear, pulling them in opposite directions, a pair of jeans, thereby interpreting the concept of resistance well.
Later, on a new element of distinction was born the red tab, the red label of tiny dimensions sewn in flag on the edge of the right back pocket, with Levi's writing, all in uppercase and vertical, which was copyrighted in 1936.
From 1890 onwards, all the articles produced by Levi Strauss and Co. are numbered in sequence: the riveted work trousers received the 501 number, that still identifies the classic model of Levi's jeans, put on sale for the first time in 1890. Today, they are products still in the traditional form to suggest the wearer independence, freedom and the American way of life.