You've no doubt heard of Levi Strauss & Co., a world famous denim manufacturer which was founded in San Francisco in 1853. They began making denim overalls in the 1870s and modern jeans in the 1920s. In the '50s and '60s, Levi's became popular attire for various subcultures, including mods, rockers, greasers, and hippies. Still owned by descendants of Levi Strauss, the company now makes several billion dollars in sales per year.
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