During the mid-19th century, a German immigrant to San Francisco named Levi Strauss opened a workwear and goods business at the height of the California gold rush. Strauss and his tailor realized the miners needing clothing built to endure their everyday work. He decided to manufacture a line of tough denim with copper reinforcements, leading to the first waist overalls that became the staple of the American worker. Today, Levi’s is the world’s most popular brand of jeans and denim-wear for both men and women, with designs like the 501 considered universal style statements from Toronto to Tokyo. Their jean collection includes slim fitting pieces like the 511, while vintage straight-fitting 'boyfriend' styles have witnessed a resurgence in popular culture. Outside of their denim jacket and jean collection, the brand designs pants, jackets, hoodies, and button-down shirts in timeless silhouettes ideal for the modern Canadian.