The term 'Strauss of Denim' refers to Levi Strauss, the founder of the iconic clothing company Levi Strauss & Co. He was born in Bavaria in 1829 and immigrated to the United States in 1853. In 1873, he patented the first pair of blue jeans, which were made of denim fabric and riveted for strength. Since then, Levi Strauss & Co. has become a household name, known for its quality denim products.