Big three

When it comes to denim that defined an era and shaped style as we know it, three iconic brands rise to the top—Levi’s, Wrangler, and Lee.

These titans of rugged wear didn’t just make jeans; they built a legacy. From Levi’s undeniable roots in the California Gold Rush to Wrangler’s association with rodeo culture and Lee’s workwear innovation, each brand tells a story of durability, individuality, and purpose. These aren’t just jeans—they’re badges of history, worn and embraced by generations who value both function and style.

Levi Strauss & Co.

Levi’s set the stage in the 1870s. Starting with durable brown cotton overalls, Levi Strauss soon switched to denim, adding rivets for strength. By the 1890s, the classic elements we now associate with Levi’s—including the iconic stitching and leather patch—were in place. Levi’s bridged the gap between function and brand, setting their jeans apart as the original.

Lee

H.D. Lee Mercantile started in Kansas with workwear designed for factory workers and mechanics. Pioneering tougher fabrics like jelt denim and the first zip fly, Lee’s innovations not only modernized denim but also secured its place in America’s industrial heartbeat.

Wrangler

Wrangler emerged with the cowboy in mind. By the mid-20th century, as ranching boomed, Wrangler jeans became a staple for riders thanks to their durable seams and features crafted for life in the saddle. If Levi’s defined jeans for miners and Lee for industrial workers, Wrangler claimed them for the American West.