A cultural icon worn by generations, defining style for decades. The iconic straight fit with the signature button fly. Since Levi's® invented it in 1873, people have made them their own by ripping, tearing, repairing, dying and marking them up for total self-expression. More than 140 years after inventing the blue jean, one thing is clear: Levi’s clothes are loved by the people who wear them - from presidents to movie stars, farmers to fashion icons, entrepreneurs to the everyman. 'Live in Levi’s’ asserts with confidence and pride that Levi’s clothes are indeed for everybody who’s not just anybody.