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In 1852, Levi Strauss 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 hardworking 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 see these same qualities in Levi’s denim with a fashionable, durable, and comfortable flare.