Founded in 1873 when Levi Strauss co-invented the first blue jean, Levi’s® is the global leader in denim. One of the most widely recognised and often imitated brands in the history of apparel, Levi’s® was born when Jacob Davis, a tailor from Reno, Nevada, and Strauss teamed together to create and patent workwear pivoted for strength.

Continuously innovating since the birth of the first pair of jeans (or overalls, as they were called at the time), the brand launched a line of khaki pants and coats in 1905 and its first garment for women in 1918 – a one-piece tunic that gave women the fashion freedom to adapt to their changing roles in society.

Almost a century and a half later, the brand remains a cultural icon, capturing the imagination and loyalty of people for generations. Today the brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.

With a handpicked selection of our favourite Levi’s® products, including denim jackets, shorts and logo tees, THE ICONIC is your one-stop shop for your new wardrobe essentials. Browse through our edit and enjoy free and fast shipping to your doorstep today.