Whether tucked into boots or styled with sneakers, this silhouette is a wearable classic, any day of the week. About Levi's In Gold Rush-era San Francisco, Levi Strauss invented the blue jean as a durable workwear garment. Nearly 150 years later, the brand continues to set the bar for the industry and is responsible for denim's most recognizable trends. Each iconic Levi's silhouette is at once nostalgic and contemporary and built to last.