Levi's RedTab

About Levi's RedTab

Levi's RedTab traces back to 1853, when Levi Strauss, a Bavarian immigrant, opened a dry goods business in San Francisco during the California Gold Rush. Working among miners and labourers, he saw the need for clothing that could take a beating. Teaming up with tailor Jacob Davis, he added copper rivets to reinforce denim at its weak points, and in 1873 the pair produced the first waist overalls built this way. That garment became the blue jean as we know it, and the workwear thinking behind it still runs through the label today.