In 1852 Levi Strauss opened a haberdashery business in San Francisco, at the height of the Californian gold rush. Daily business allows him to identify a need of local workers: clothing that can withstand anything. Together with the tailor Jacob Davis he had the intuition to combine reinforcements with copper rivets and an extremely robust fabric, denim: thus the first waisted work overalls was born in 1873. Today we call that item “blue jeans”.