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Levi's You have to go right back to 1853 for the beginning of Levi Strauss & Co. Later Levi Strauss, the person, teamed up with Jacob Davis to create riveted-for-strength workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office granted patent #139,121 and this is how the blue jean, originally called “XX,” was born. We love the story behind the two horse logo too which was added to the leather patch in 1886 and still used today - demonstrating the incredible strength of Levi’s® clothing quoting the jeans cannot be ripped even by being pulled between two cart horses. In 1890 the "XX" jeans were given the iconic lot number 501, a number that is known globally for quality denim jeans.