Levi's, whose jeans are a rugged symbol of Americana, prepares to go public

Levi's, which invented the blue jean in 1873, is woven into America's history

In San Francisco, where start-ups dream of populating the world with self-driving cars and robots, another breed of company is aiming for riches this week: Levi Strauss & Company.

The maker of denim and Dockers, which traces its roots to the California Gold Rush, Levi's is expected to start trading on the public markets on Thursday for the second time in its 165-year history. The listing is a milestone for Levi's, which has experienced a resurgence in the past decade, overhauling its image, operations and the stretch in its jeans to resonate with today's shoppers who are increasingly disposed to athleisure