Levi Strauss begin in San Francisco in 1853, where he started selling boots, clothes and other goods to small retail stores. 1873 was when "xx" was patented but it is now know as the blue jean we all love today. It was created by Jacob Davis a tailor who teamed with Levi Strauss to bring us the riveted-for-strength workwear. The "XX" jean was renamed in 1890to the beloved 501. Another Levi branding that we all recognise is the red tab on the back pocket, this was first patented in 1936.