The businessman later known as Levi Strauss was born with the surname Strauss.
Levi Strauss was born Löb Strauss in Buttenheim, Bavaria, in 1829. He emigrated to the United States in 1847 and eventually moved to San Francisco, where he established a dry-goods business during the California Gold Rush era. He later adopted the first name Levi.
Strauss sold fabric, clothing, and other supplies to retailers and workers. His business connection with tailor Jacob W. Davis led to the 1873 patent for copper-riveted trousers. Strauss did not invent every element of jeans, but his company provided the commercial foundation that brought the design to a wide market.
The name Levi Strauss became closely associated with the company Levi Strauss & Co. and its riveted denim trousers. The surname itself did not change; “Levi” was the adopted first name that became the famous personal and brand identity.