As Levi's have shown over the years, brands become icons by telling powerful cultural stories and addressing societal ...

Before 1922, you used suspenders to hold up your jeans…but in that year, Levi’s became the first brand to use belt loops. Levi’s was called the “Two Horse Brand” up until 1928. Its logo ...

the standard by which all other jeans are judged. Levi's Amazon Steve Jobs made it a crucial part of his Apple uniform, along with his trademark Issey Miyake turtlenecks and cooked New Balance ...