Levi's Two Horse Patch: An Enduring American Logo
Levi's, founded in San Francisco during the 1850s gold rush by Bavarian immigrant Levi Strauss, introduced the 'Two Horse Patch' in 1886. The emblem, featuring two horses pulling a pair of jeans in opposite directions, symbolizes the brand's claim of durability. It was designed for illiterate customers who could ask for 'those pants with the two horses.' The year 1873, when Strauss and tailor Jacob Davis patented the copper-riveted 'waist overall' (the original blue jean), appears on the patch. Despite logo evolutions—including the current red 'batwing'—the Two Horse Patch remains a symbol of America's definitive fashion export. The article appears in Wallpaper*'s August 2026 'Creative America at 250' issue.
Key facts
- Levi's began in San Francisco in the mid-1850s during the California gold rush.
- Levi Strauss was an immigrant from Bavaria, Germany.
- In 1873, Strauss and Jacob Davis invented the copper-riveted 'waist overall'.
- The Two Horse Patch was introduced in 1886.
- The patch shows two horses pulling a pair of jeans in opposite directions without destroying them.
- The pictorial design was used due to high illiteracy in the American West.
- The current logo is a red 'batwing' with white typography.
- The article is in Wallpaper*'s August 2026 issue.
Entities
Artists
- Levi Strauss
- Jacob Davis
Institutions
- Levi's
- Levi Strauss & Co
- Wallpaper*
Locations
- San Francisco
- United States
- American West
- Bavaria
- Germany