When Levi Strauss immigrated to the USA in 1853, he never dreamed of reading his name on the list of the most successful fashion brands of the future. He left his home country Germany aged 23 to start a new life in the land of opportunity during the gold rush.

Strauss took advantage of the large working class in San Francisco and established a shop selling durable clothing. As the demand for robust material increased, he decided to produce his own clothing range tailored towards workers. Jacob Davis, a European immigrant tailor, helped him to develop his own business and in 1873 the first “blue jeans” were born. Thirteen years later the Levi’s logo was first introduced. It featured two horses attempting to seek opposite directions and was to represent the durability and high quality of the brand.

Nowadays Levi’s is one of the most successful fashion brands in the world and is known for its timeless, yet stylish pieces. Ever since its introduction, the brand has periodically tweaked certain features of the classic denim jeans, adapting the design to suit each seasonal trend.

The Jeans 501® for example was the first popular jeans model for men. This season it comes with a tapered leg, innovative wash and cool destroyed effects. If this style of jeans is to your taste, it’s well worth investing in this classic wardrobe staple. New versions of the model may differ slightly, but the fit, premium quality and timelessness of these designer denims will never fail to reflect “effortless” American style.

Another classic is the “Trucker jacket” – a straight-cut denim jacket. Because the summer version is made from a lighter fabric, this stylish staple can be worn all year round. The 2015 collection will introduce several additional designs to cater for different tastes and trends. If you prefer a more rugged, relaxed look, the “Western shirt” will be right up your street.

Whether plain or plaid, cotton or corduroy, Levi’s never fails to offer a vast variety of designs and fabrics. Even recycled materials are used to underline the importance of sustainability. Levi’s reputation not only revolves around its timeless designs; the quality of the clothing means that the pieces will also last for years to come. This idea is reiterated in the brand’s slogan.

In 2011 Levi’s introduced the Water<Less™-programme in order to reduce water consumption during clothing production. With this innovative measure 96% of the water could be spared during the finishing process. So far this method has only been used for a separate collection, but was met with great success. As the conditions under which clothes are produced become more and more important for customers, any leading global brand must introduce sustainable measures in order to hold onto its position in today’s competitive fashion industry.

Let’s just wait and see which innovative programmes the future of Levi’s will hold.