Owner of denim jeans brand Levi Strauss, never wore his own brand jeans beacuse initially the jeans were made exclusively for working and lower-middle class people and he belonged to a business family.

Levi Strauss was a German-born American businessman.  At age 18, Strauss travelled with his mother and two sisters to the United States to join his brothers Jonas and Louis, who had begun a wholesale dry goods business in New York City called J. Strauss Brother & Co.

Strauss opened his wholesale business as Levi Strauss & Co. and imported fine dry goods from his brothers in New York, including clothing, bedding, combs, purses, and handkerchiefs. He made tents and later jeans. while he lived with Fanny's growing family.

Jacob W. Davis was one of his customers and one of the inventors of riveted denim pants in 1871,and he went into business with Strauss to produce blue jeans. The two men patented the new style of work pants in 1873.

Levi's weren't called "jeans" until the 1950s. Jeans used to be called "overalls," which was the old name for workwear. But after James Dean rocked a pair in Rebel Without a Cause, they became wildly popular. The kids wanted another name for "overalls," though, since that was a term their parents used. So they started calling them jeans, which was actually a different fabric for workwear. 

Levis is the first company to manufacture riveted blue jeans whereas the other brands are just just copying their style/produce.