Brand new, just opened today: the second-ever-in-the-world Levi’s Made & Crafted shop-in-shop—this one inside the Levi’s Red Tab store in Rome, Italy. The only other Levi’s Made & Crafted store in the world is at Cinch, the Levi’s Vintage Clothing store in London. Made & Crafted is a division of Levi’s that taps into the company’s vast archive to produce heritage-inspired pieces in modern classic silhouettes and fabrications.

Back in the day, it was common practice for Levi’s representatives to personally travel to stores that were not yet carrying our brand, bringing with them a suitcase filled with a selection of our fine products.

After personally taking the store owner through the offering, they would leave a sample of the key elements that make a pair of Levi’s jeans “positively superior”: the Cone denim, the Oilcloth Guarantee Ticket and of course a copper rivet to hold it all together.