Brand in the Spotlight – Levi’s

The monumental Levi Strauss & Co. needs no introduction. Their heritage is both innovative and inspirational and they continue to strive forward in all their collections. Following the release of their latest Pride collection, inspired by Levi’s commitment to fighting for the rights of the LGBTQ community, we thought we’d celebrate their history and iconic style.

Levi is synonymous with denim today because of their beginnings. It’s 1873. Levi Strauss & Co. make the first blue jean ever. Fashion is to be transformed beyond all expectations. This ground-breaking creation defines Levi and their heritage and they continue to draw upon their history as they reinvent their denim time after time.
Levi Strauss was born in Buttenheim Bavaria in 1829 to a large family. Whilst emigrating to New York and then on to San Francisco, Strauss became an expert in the wholesale dry goods trade following in the footsteps of his brothers. Serving as the West Coast representative of his family’s New York business, Strauss set up his own wholesale dry goods business named “Levi Strauss & Co.” Working alongside one of his former customers, Jacob Davis, a tailor, he created the revolutionary blue jean.

Levi’s success did not end, he pursued other business ventures in trading etc. as well as being one of the city’s greatest philanthropists. Levi was a contributor to the Pacific Hebrew Orphan Asylum and Home, the Eureka Benevolent Society and the Hebrew Board of Relief. In 1897 Levi provided the funds for twenty-eight scholarships at the University of California, Berkeley, all of which are still in place today. This dedication to community is still a prominent outlook of the brand today and has been strongly carried on in honour of Levi’s legacy following his death in 1902.

Square Sunglasses in Tokyo Tortoiseshell Polarised by Levi.
Square Sunglasses in Tokyo Tortoiseshell Polarised by Levi’s.

In 1983, Levi Strauss & Co. were one of the first companies to develop comprehensive HIV and AIDS education and health services for their employees and their families. 10 years later, Levi’s fantastic “Women breaking the mold” ads were launched that dismantled the stereotypes of women. If that’s not enough to impress you, Levi’s dedication to caring for our planet soared in success in 2012 as they reached their goal of reducing greenhouse gas emissions by 11 percent. Now, it’s 2017 and they amaze again with their brand new Pride collection. Levi’s new Pride collection is inspired by their passion for fighting for the rights of the LGBTQ community and addresses homophobia, transphobia and stigmatisation against AIDS. Their slogan “Fight Stigma” fronts the campaign and continues the long history of the brand supporting LBGTQ rights. Grant Barth, Levi’s chief merchandising officer spoke of the campaign: “Fighting stigma on any level is important. And we feel that it’s our responsibility to stand up for the issues of our time. Levi’s has always been on this journey; doing the right thing, standing up for the values an giving everyone a voice.”


The new sunglasses collection encapsulates the inspirational character of the Levi brand.

Metal Bridge Round Sunglasses in Tokyo Tortoiseshell by Levi’s.

A sleek and refined pair of sunglasses, these Levi metal bridge sunglasses feature in a timeless round lens with a contemporary Tokyo tortoiseshell frame. The sunglasses throw back to the rich heritage of the Levi brand, whilst also staying modern and innovative in their unique design.



Keyhole Round Sunglasses in Tokyo Tortoiseshell by Levi.
Keyhole Round Sunglasses in Tokyo Tortoiseshell by Levi’s.

Similar to the sunglasses previously, this pair of tortoiseshell round sunglasses by Levi feature in an eyecatching keyhole style. The bright Havana frames are in a stunning contrast with the blue mirror lens for a bold summer look.

Metal Round Sunglasses in Gold by Levi.
Metal Round Sunglasses in Gold by Levi’s.

An essential festival accessory, these vintage style metal round sunglasses in gold are timelessly stylish. The thin metal gold frame is effortlessly set against a green lens for an understated and fresh look.

Explore the rest of our Levi’s collection in time for summer and forever be inspired by their creativity and heritage!