Levis Strauss & Co. is an American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in May 1853 when German immigrant Levi Strauss moved from Buttenheim, Bavaria, to San Francisco, California. The company started when the founders noticed that customers kept purchasing cloth to reinforce torn pants. They came up with the idea to use copper rivets to reinforce the points of strain. The company created its first pair of Levi's 501 jeans in the 1890's.