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These tough pants have been a staple piece of clothing for ranchers and anyone doing hard manual labor for generations. Cowboys were among the first to wear Levi’s®. Our 1890 *Spur Bites* Levi’s® shows like a scrapbook of a cowboy who sat in the saddle for hours and tore the hem of his 501s® with spurs. Hollywood popularized cowboys wearing jeans when leading actors like John Wayne wore the iconic 501s® in Westerns; cowboys wearing jeans on the silver screen became a classic example of life imitating art. The Westerns of the 30s also meant the whole country wanted a piece of the cowboy lifestyle. For the first time people were wearing the 501® for the look. So Levi’s® made the most of this and adopted the cowboy as a symbol. These tough pants became recognized as Western attire. Born and sold in the American West. Worn by cowboys, cowhands, and hard-working manual laborers alike. By the 1930s Levi’s® created a cowboy character called "The Saddleman" to use throughout our advertising. 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