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From the manufacturer
YOU WEAR JEANS. YOU LIVE IN LEVI’S.
In 1853, Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush.
While he was working, he recognized a need among hard-working people: clothes built to endure anything. He and tailor Jacob Davis combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873.
Today, we call them “blue jeans”.
LEVI'S TAB VARIATIONS.
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Levi's & LEVI'S Tab.In the early 1970s, instead of all-caps “LEVI’S”, it changed to a title-case “Levi’s” — with a lowercase “e.” The “E” font differentiation became a mark among collectors of a vintage piece. Its evolution made it more of a timestamp for collectors and fans of the brand worldwide. |
Levi's Tab with no logo.In order to protect the company’s exclusive legal right to market clothes with the tab, Levi’s needs to produce a percentage of products with a plain tab and just the (R) symbol to show that Levi’s owns legal rights in the Tab itself, not just in Levi’s brand. |
Levi's Tab color variations.Different Levi's Tab's colors represented different lines of clothing, from corduroy flares to boot-cut jeans to a whole category of women’s wear. Levi's tabs can be found in black, blue, orange, red, silver and white. |
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Reviewed in the United Kingdom on 29 September 2020
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Reviewed in the United Kingdom on 12 June 2021
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