Skip to main content

Every year on May 20, we celebrate the jean that started it all.

In 1873, workers who flocked to the American West in search of  fortune needed pants that could work and endure, so Levi Strauss  and Jacob Davis combined quality denim and rivet reinforcements, creating the first pair of blue jeans: the Levi’s® 501® Original.

May 20, 1873 marked an historic day: the birth of the blue jean. It was on that day that Levi Strauss and Jacob Davis obtained a U.S. patent on the process of putting rivets in men’s work pants for the very first time.

Levi Strauss, a Bavarian-born dry goods merchant, came to San Francisco in 1853 at the age of 24 to open a West Coast branch of his brothers’ New York wholesale dry goods business.


For over a century, men and women have done amazing things in their Levi’s®. They have built countries, changed perceptions and expressed themselves through film, art and music. Today’s generation isn’t fighting against something, they are fighting for something. 

Get your pair of Levi’s® 501 Denim jeans, with a R200 off price, now available at Studio 88 stores. Stocked at a limited time only and while stocks last., available from 19th May – 22nd May 2017. Only in  South Africa stores. T&C’s apply.

View Product Gallery