[LEVI BLUE JEANS]. The Daily Independent. An issue containing early advertisements for Levi Strauss blue jeans. Helena, MT: Kerley, McQuaid & LaCroix, 13 May 1874. Vol. 1, No. 42. 4pp., folio (533 x 356 mm), few minor spots. Provenance: Q.P. Fisher (early penciled ownership signature on both issues, probably a subscriber). EARLIEST KNOWN AD FOR LEVI BLUE JEANS. In 1853, German immigrant Levi Strauss established a dry goods business in San Francisco, supplying miners during the California Gold Rush with durable workwear. Recognizing the need for sturdy pants, Strauss partnered with tailor Jacob Davis in 1872, and together they patented the idea of reinforcing trousers with metal rivets, thus creating the first-ever blue jeans. Originally designed for the working class, Levi’s jeans gained widespread popularity due to their durability and comfort. On 20 May 1874, Levi Strauss & Company first offered blue jeans with copper rivets, which solved a need by miners and workers across America who spent many years using rope to tie up their threadbare working pants. Over the years, they evolved into a symbol of American culture and fashion, becoming a staple in wardrobes worldwide. The distinctive Levi’s denim, marked by the iconic red tab and leather patch, continues to be associated with rugged durability and timeless style, making Levi Strauss blue jeans a lasting and iconic contribution to the world of fashion. This advertisement, intended for miners in the Montana Territory, announces the “Patented Riveted Duck” and “Denim Overalls”, 12 days before they officially offered their riveted jeans.