As the "originator" of jeans, Levi's symbolizes the wildness, fortitude and rebellion of Americans and the spirit of American pioneers. A century and a half later, it spread from the United States to the whole world and became a fashion acceptable to men, women and children all over the world. Indigo denim twill, leather badge at the back of waist, curved back pocket of trousers, rivets and unique red flag are all the characteristics of Levi's.

Levi's has been pursuing innovation for a hundred years. 1960, it launched a series of washed jeans. 1967 bell bottoms appeared. 1986 began to produce tattered jeans with holes punched in advance, and turned the trouser legs of jeans over. In 2003, the sexy and trendy TYPE 1 TM series was launched, with unique tailoring and cool style.

Jeans culture has been a global collective trend since 1970s, with a breakthrough in style change. From the traditional straight leg style, wide-angle pants and bell-bottoms have been changed. From bell bottoms to radish pants in the 1980s.

The appearance changes of jeans went to extremes in the 1970s and 1980s. Levi's has been following the trend of style evolution during this period. In the late 1980s, jeans changed from the previous emphasis on fit and fit to the pursuit of the original flavor of jeans. Together with this trend, LEVI's 50 1 set off another jeans trend, which was also influenced by this trend in the 1990s.