In 1852, Levi Strauss, an immigrant of Bavarian origin, opened a small haberdashery in San Francisco taking advantage of the gold rush. He soon realized that what his customers needed were very resistant garments, suitable for work. Together with Jacob Davis, a tailor by profession, he created the first jeans reinforced with rivets, giving rise to the first mass-produced “blue jean” in history. The year was 1873. Today we still call them cowboys.