Levi Strauss & Co. gradually expanded its product line to include other types of workwear and clothing. The company began using the lot number "501" to identify its most popular riveted overalls, a designation that remains iconic to this day.

Levi Strauss & Co. expanded its distribution network beyond California, reaching markets across the United States. The company's reputation for quality and durability helped it gain widespread acceptance.

While originally intended for laborers, Levi's began to appeal to a wider audience, including cowboys and other rugged individuals in the American West.