Like all of life's finer things, Levi’s jeans just get better with age. Founded in 1853 at the height of California's Gold Rush, the all-American label we know today actually began life as a wholesaler. Levi Strauss, a German immigrant to the US, supplied goods to cowboys, lumberjacks and miners. As Levi’s evolved, Strauss was tasked with designing hard-wearing workwear by a local labourer’s wife. He came up with the idea of using small metal rivets to reinforce weaker areas of fabric – like pocket corners. Thus, in May 1873, a prototype of the now ubiquitous jeans was born.

Boasting a range of 21st-century fits, fabrics and washes, our Levi’s collection includes wide- and straight-leg styles popularised in the 60s and 70s as well as super-skinny silhouettes and cropped cuts. Choose from classic blue shades or keep it relaxed with a distressed faded pair. Top your outfit with a signature logo tee; the instantly recognisable red motif is synonymous with quality, craftsmanship and durability.

Levi’s "buy better, wear longer" campaign encapsulates its commitment to conscious fashion, with the San Francisco-based brand on a mission to reduce waste through innovation. You can now buy your favourite jeans in cottonised hemp: a soft, cotton-like material that grows quicker, uses less water and is kinder to soil. The brand's WellThread range also uses plant-based dyes, Water

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