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Levi Strauss & Co, better known as Levi's, is the defining name in denim. Back in the late 1800's, Levi Strauss and Jacob Davis had the revolutionary idea to use copper rivets to reinforce points of strain on trousers and the rest is history. The early Levi's jeans and overalls were designed for the Gold Rush miners in California, but they quickly became a must-have fashion pick into the 20th century. Since then, the growth of the brand has been stratospheric, taking the world of casual fashion by storm and hitting all corners of the globe. As well as continually improving their iconic denim products, Levi's offers a huge selection of other clothing, footwear and accessories, available here at USC by Sports Direct.