Levi Strauss moved to San Francisco, California, to capitalize on the opportunities created by the California Gold Rush. He aimed to establish a West Coast branch of his family's dry goods business.

Levi Strauss formally established Levi Strauss & Co. as a wholesale dry goods business. He initially sold items such as clothing, blankets, handkerchiefs, and tools to miners and other settlers.

Levi Strauss & Co. experienced steady growth as San Francisco became a major commercial center. Strauss's business adapted to the changing needs of the Gold Rush population.