Levi Strauss & Co. is one of the world's largest apparel companies and a global leader in jeans. The Levi's brand is just part of the story. Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West. When Levi Strauss co-invented the blue jean in 1873, he didn't know that he was creating a global brand that would become known for self-expression and classic American cool. And that's the beauty of the Levi's story.