71. Levi's

Levi's is a classic mark and brand, a fit and quality that can be trusted. In the 2000s, the brand experimented with collaborations with Damien Hirst in the US and Hiroshi Fujiwara and Atmos in Japan. Coupled with the resurgence of workwear, and the fact that many of the startup denim brands of the Auts simply copied the classic Levi's cuts, the brand has seen re-birth as a style staple. Look for the "XX" label this spring, an ultra-limited take on vintage cuts and washes.

YOU AUGHTA KNOW:
According to the New York Times, Levi Strauss leads the apparel industry in trademark infringement cases, filing nearly 100 lawsuits against competitors since 2001. Most cases center on the alleged imitation of Levi's back pocket double arc stitching pattern (U.S. trademark #1,139,254).