Spunky Genoese Navy sailors first strutted around in denim back in the 1500’s but it wasn’t until the 1870’s in the gold rush boom that denim took off. This was when Levi Strauss – a name now synonymous with denim - created a strong style of workers pants with rivets that was quickly adopted by Californian coal miners. Originally made from uncomfortable hemp, Strauss eventually discovered and started using the twilled cotton cloth that originated from the French town of Nimes and denim, as we know it, was born.