Founded in San Francisco by Bavarian immigrant Levi Strauss in 1853, we created the very first pair of jeans. Today, our products, sold under the Levi’s®, Dockers®, Denizen®, and Signature by Levi Strauss & Co.™ brands are loved and trusted by people from all walks of life.
While we are proud of our founding and history in San Francisco, where the company is still headquartered, Levi Strauss & Co. is today a well-established global business. We operate in 110 countries, and approximately half of our net revenues comes from outside the United States.
Our success in creating truly global distribution of our products is due, in large measure, to our track record of responsible business practices. Those practices, combined with the respect we show to local communities, has helped build a brand that people love and trust.
As we continue to expand around the world, our goal is always to operate in a truly authentic way wherever we source our materials or manufacture and sell our clothes. That requires recruiting the most talented local managers and workers who want to be part of a global brand that is distinct and relevant to every marketplace. It also demands an awareness of global trends and proven business practices that can be easily introduced into new markets.
Our Levi's® brand has become one of the most widely recognized brands in the history of the apparel industry. Its broad distribution reflects the brand's appeal across consumers of all ages and lifestyles. Its merchandising and marketing reflect the brand's core attributes: original, definitive, honest, confident and youthful.
Our Dockers® brand was at the forefront of the business casual trend in the United States, offering an alternative to suit dressing and casual wear that led to the American staple – the khaki pant. The brand quickly planted its stake in the marketplace and today, the Dockers® brand has evolved around the world as a market leader in the casual pant category.
Philanthropy, you might say, is woven into the fabric of Levi Strauss & Co. In 1897, our founder, Levi Strauss donated funds for scholarships — half of them for women — at the University of California at Berkeley. We have been finding ways to empower individuals and communities ever since.
Today, that heritage is enshrined in two dynamic foundations committed to social change and improving the lives of those in need.
For more than 50 years, the Levi Strauss Foundation has actively promoted workers rights, the fight against HIV/AIDS and building assets to protect poor families and marginalized individuals.
The Red Tab Foundation, started by Levi Strauss & Co. executive Jerry O’Shea, provides a financial safety net for any company employee or retiree in need.
Levi’s Red for Life
Levi Strauss & Co. has long been a leader in the fight against HIV & AIDS... in fact, Levi Strauss & Co. were one of the first companies to recognize the pandemic as an issue in the early 1980's in San Francisco.
Since then, Levi's® has donated over $50 million to HIV & AIDS related initiatives around the world.
This is testament to our 154 year heritage and strong commitment to the values of integrity, courage and empathy. Because HIV is a global issue that affects so many of the people that love Levi's® jeans, getting involved in the fight is just the right thing to do.
In Africa, HIV prevalence is particularly devastating. Recent studies estimate that 1 in every 4 people are HIV positive in South Africa; and in certain age and race groups, that picture is far worse.
A pandemic this severe demands we each take responsibility. Not only being responsible in our own actions - for example, wearing condoms and testing ourselves regularly for HIV - but taking responsibility for helping to create the mind shifts necessary so that the spread is stopped. HIV is OUR problem and the solution is to 'Work it out for Yourself'.
Over the last 5 years, the Levi's® Red For Life programme has distributed over 1.6 million Levi's® branded condoms. Together with our NGO partner New Start, we have currently brought HIV testing to over 540,000 people. A number that continues to grow. And together with our musician and celebrity friends, we've opened up discussions around the variety of ways there are to "Work it out for yourself".
Our impact grows every day from these efforts; as does our commitment and our belief that together, we can turn things around.See more