Levi Strauss & Co. (LS&CO) is a privately held clothing company, widely known for its Levi's brand of denim Jeans
. It was founded in 1853 but the modern Jeans
didn't begin to appear until the 1920s, especially in the 1950s and 1960s where youth cultures such as greasers, mods, rockers, hippies and skinheads were the biggest consumers. Levi's is still very successful today.