In the world of denim, Levi’s has been a household name for decades. They produce long-lasting, high quality denim that looks and feels amazing, and will stand the test of time. Based on Long Acre in Covent Garden, Levi’s is a must-visit for any fashion lovers who are looking for a new pair of denim jeans, shorts or a trendy denim jacket. The store is modern, with a relaxed and edgy atmosphere, perfectly reflecting the brand’s classic American, effortlessly cool heritage.

History: In 1852, Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush. While he was working, he recognized a need among hardworking people: clothes built to endure anything. He and tailor Jacob Davis combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873. Today, we call them "blue jeans." What started as an invention for the American worker became the uniform of progress. Worn by miners, cowboys, rebels, rock stars, presidents and everyday men and women, these functional pieces were the clothes people not only worked in—they lived their lives in, too. But Levi’s are more than that.

Levi’s have long been advocates for sustainability, and their ambitions today are only becoming bolder. As a brand, they are committed to making better choices by making strides to improve the circularity of their products, and pioneering innovations that can scale to drive positive change across the industry. The store even offers a recycling program where you can bring in your old jeans, and in return have a discount on your next Levi’s purchase! Levi’s say “you wear jeans, you live in Levi’s” so why not live in something sustainable and high quality?

The Levi’s store in Covent Garden stocks a vast range of styles of jeans, but also is home to a large collection of accessories including hats, shoes, sweatshirts and t-shirts. Prepare to be greeted with the friendliest staff, who are knowledgeable and passionate about their products, providing outstanding customer service. If you are searching for a new, perfect fitting pair of jeans of the highest quality, visit Levi’s in Covent Garden.