- Founded in 1853, Levi Strauss & Co. originally sold dry goods and clothing, introducing denim jeans in 1873 which became popular with miners and ranchers - In 1902, Levi Strauss died and his four nephews took over the business, focusing on philanthropy by providing clothing to the poor and children in the area - Levi's launched the iconic red tab in 1936 and the Dockers khaki brand in 1986 - Harbor Home is a new home goods extension of Levi's & Strauss introducing bedding, sheets, and pillowcases made of cotton denim in a variety of sizes and prices to launch in May 2015.