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As the owner of a San Francisco general-goods store in 1872, Levi Strauss supplied denim to Jacob Davis, a tailor who had created copper rivets to fasten pockets to pants. With the goal of making workpants as strong as possible, Jacobs’ invention was so good that he couldn’t keep up with demand. Enter Strauss, who pioneered product development and manufacturing of the original Levi’s blue jeans. Since then, Levi's Red Tab promise of ingenuity and sustainability has not wavered.