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In 1853, Levi's was founded by Levi Strauss & Co and during the 1920s, modern jeans were born. Historically, sales were largely confined to the working people of the western United States such as cowboys, lumberjacks, and railroad workers but by the 1960s, Levi's jeans became popular among a wide range of youth subcultures including greasers, mods, rockers, hippies and skinheads. Known for the iconic pair, 501s, the brand revolutionised denim with the invention of 'Shrink to Fit' and 'Stone-Washing'. Today styles such as the slim leg 511s and retro print T-shirts fit perfectly into modern pop culture.