When news of the California Gold Rush made its way east, Levi Strauss journeyed to San Francisco in 1853 to make his fortune, though he wouldn’t make it panning gold. He established a wholesale dry goods business under his own name and served as the West Coast representative of the family’s New York firm. Levi eventually renamed his company “Levi Strauss & Co.” Today, Levi’s are known for their variety of fits, the classic V-shaped stitching on their pack pockets and of course: the iconic red tag.