San Francisco, California

On this day in 1873, clothing manufacturer Levi Strauss and tailor Jacob Davis were granted a patent for using copper rivets to strengthen the pockets of denim overalls, paving the way for their business Levi Strauss & Co. to start manufacturing their first line of blue jeans.

In 1971, while art director at Young & Rubicam International in Brussels, Antwerp-born designer Van Bladel created this directly clever, cheeky, succinct statement that “slipping into a pair of Levis was as good as slithering into a very tight second skin” (years before an underaged Brooke Shields confessed that “nothing came between her and her Calvins”).