What is the small pocket on jeans for?

Most people use the tiny pocket on their jeans to keep coins, lighters, flash drives ... But your jeans pocket has much cooler history than you thought!

Back in the 19th century cowboys used their watches on chains and kept them in their waistcoats. To keep them from getting scratched and broken, Levis introduced this small pocket where they could keep their watch. How cool is that?

By the time of World War I, pocket watches had gone out of fashion. Our mission is to bring pocket watches back to life.

Check out the Itero collection and pocket your time.