Levi Strauss & Co. introduced the Two Horse Trademark in 1886, featuring two horses struggling to tear apart a pair of Levi's® waist overalls. This iconic symbol represents the resilience and durability of Levi's® jeans, the first denim work pants with copper rivets, created in 1873. Despite losing historical documents in the 1906 earthquake and fire, Levi's® retains theories behind the design's significance.

In 1934, Levi's® pioneered gender equality in fashion by introducing the first women's jeans line, Lady Levi's®. Recognizing the need for women's work pants, the brand innovated despite the era's norms, where women's pants weren't widely accepted. Before this, women had been borrowing men's Levi's® 501® jeans for years, making this introduction both practical and groundbreaking.

The iconic red Tab Device symbolizes Levi's® quality and craftsmanship, safeguarded by Levi Strauss & Co. for over eight decades. Introduced in the 1950s and 60s, multicolored Tabs, like the black Tab with gold lettering, were incorporated into other Levi’s® apparel. However, the attachment of a red Tab to the 501® jeans has remained unchanged, as confirmed by LS&Co. Historian Tracey Panek.

Levi's® innovated black jeans, a rival to classic blue denim, famously showcased in Elvis Presley's movie "Jailhouse Rock" in 1956. Despite Elvis's personal disinterest in jeans, the film's influence made them a cultural icon. This association, along with Levi's®'s support, contributed to jeans becoming a symbol of rebellion, popularized by icons like James Dean in the 1950s.