Levis: Iconic Style for a New Generation

Written by Dan | 05/12/2022


Brand Focus


When it comes to menswear, there are few brands more iconic than Levi’s. The history of Levi’s dates all the way back to 1853, when the company’s namesake founder, Levi Strauss, arrived in San Francisco. Strauss had come to California during the Gold Rush in search of his fortune, but he soon found that there was more money to be made in selling supplies to the miners than there was in mining gold. He partnered with a local tailor, Jacob Davis. Together they create rugged denim work pants with metal rivets at key points of stress. The Levi’s brand was born.

From those humble beginnings, Levi’s has become one of the most recognizable brands in the world. Today, Levi’s offers a wide range of menswear, from jeans and shirts to jackets and accessories. Levi’s may be best known for its denim. The truth, however, is that the brand’s range is much more diverse than that. So whether you’re looking for a new pair of jeans or a complete head-to-toe look, Levi’s has you covered.


A man dressed in Levi's casualwear


The Evolution of Levi’s Denim

While the basic design of Levi’s jeans has remained relatively unchanged since their inception, the fabric and construction techniques have come a long way. In the early days, Strauss and Davis sourced their denim from France. They used horse-drawn carts to transport it to their workshop. Today, Levi’s sources its denim from all over the world and use state-of-the-art manufacturing techniques to create its iconic menswear.

One of the most important innovations in Levi’s history came in 1965 with the introduction of “pre-shrunk” denim. Up until that point, all denim was susceptible to shrinking when wet, which made it difficult for consumers to know what size to buy. With pre-shrunk denim, however, consumers could be sure that their jeans would retain their size and shape after being washed. This innovation helped fuel Levi’s explosive growth in the 1960s and 1970s as it became America’s go-to jean maker.

Another important innovation came in 1986 with the launch of “stone washing.” This process gives jeans a softer feel and a more worn-in look without sacrificing durability. Stone washing is still used today on many of Levi’s most popular styles of jeans.

Why We Love Levi’s

Here at Mainline Menswear, we’re proud to stock a wide range of Levi’s menswear. We love this brand because it combines classic style with modern details and construction techniques. Whether you’re looking for your first pair of Levi’s or you’re already a devoted fan, we’ve got your back with our collection of jeans, shirts, jackets, and accessories.



Check out the full Levi’s range at Mainline Menswear

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