As Levi's have shown over the years, brands become icons by telling powerful cultural stories and addressing societal ...

Levi’s was called the “Two Horse Brand” up until 1928. Its logo showed two horses trying and failing to pull apart a pair of their jeans. In 1934, Levi’s launched Lady Levi’s jeans.

In honor of Jeans Month, we set out to track down the person responsible for designing one of our favorite, most-stood-behind jeans, the Levi’s Ribcage. Turns out it’s Jill Guenza ...