Brand History

The history of dENiZEN could be traced back to more than a century ago from its parent brand - Levi's as illustrated in this timeline below.

1829

Levi Strauss is born in Buttenheim, Bavaria.

1866

LS&CO.’s first headquarters was located at 14-16 Battery Street, where they remain for 40 years.

1872

Jacob Davis wrote to Levi, sharing the process he invented to rivet thepocket corners on men’s pants and decides to patent it. They started making copper-riveted “waist overalls” (the old name for jeans) in San Francisco.

1982
The company registers the word Levi’s® as a trademark.

1930s

Levis’ adopted the rugged individualism image by adopting cowboys with the famous 501® waist overalls in advertisements.

“Lady Levi’s®” was born, the company’s first blue jean for women.

1965
Established Levis Strauss International and expands its operations into Europe and Asia.

2003
LS&CO. celebrates the 150th anniversary of the company.

Levi Strauss Signature was launched, offering high-quality, fashionable jeans at affordable prices.

2010
dENiZEN™ was born! For the new generation who loves dressing up in fashionable and well-crafted jeans.