Since the invention of the tried and true 501® Original, Levi's® have defined the American man. Now, with fits like the Skinny, Straight, Boot Cut and Slim Taper, every man has the chance to redefine himself with his own unique style.

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For over a century, men and women have done amazing things in their Levi's® jeans. They have built countries, tunneled into the earth for fuel and treasure, fought for ideals, changed perceptions, and expressed themselves through film, art, music, and literature.

Just as people who wear Levi's® jeans look for new possibilities, so does the Levi's® brand as a company. This demonstrates itself in the new Water>Less™ finishing, which reduces the use of water in the making of our jeans. This is also the basis of Levi's® Curve ID, a revolutionary fit system designed for a woman's shape, not size.

The Levi's® brand embodies a pioneering spirit that is always driven to innovate. Levi's® jeans have been worn by presidents and ranchers, Americans and Russians, doctors and outlaws, kings and coal miners. They are a common thread with a common promise: to provide quality clothing in which to Go Forth™.