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Levi’s® were born in the American West. 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. You can still see this famous cowboy image on product labels today.   Step inside the Archives, with Levi’s® Historian Tracey Panek as she takes you back to the 1930s and explains how the company started sponsoring Rodeos. And how Levi’s® became cemented as a key costume for Hollywood Westerns.  You’ll hear stories of pants and trucker jackets that found immortality by representing the rebellion and romance of the untamed American West. Hollywood stars wore them, kids adopted them and they became a timeless symbol of the American frontier. Levi Red Tab Member LogoThis is the logo of the Levi Red Tab Member Program Join now and unlock immediate access to free shipping on every order, birthday surprises, exclusive product drops and more. And like your jeans, the benefits just keep getting better with time. New email subscribers enjoy 15% off on their first order Earn points on purchases that you can redeem for vouchers First Name* Last Name* Email* Send me news & offers from Levi's®. 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