If you’ve ever worn a pair of jeans you’ve probably wondered what these tiny buttons on the pockets are for. They’re rivets. Jacob Davis — a Nevada tailor — sent a letter to Levi Strauss ...

The small circular studs called rivets were added in order to prevent the pockets from fraying as back in the day people were ...

For their first ad, they went back to the basics to produce a mini-epic with an industrial feel that focused on the iconography of the rivet. The next ad emphasised how jeans symbolised the free ...