During that time, denim was strictly a worker’s textile, used for its durability, and Strauss introduced a number of technical updates to denim jeans which have since become commonplace, such as met
al rivets to reinforce stress points on the pants. As denim jeans found capital in emerging cultural movements during the ‘50s and ‘60s such as the free love movement and rock’n’roll, Levi’s soon became an iconic brand in American youth and counter-culture, where it has remained ever since. Not bad for a guy from a small town in Bavaria.
