Word: 501s
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...LEVI'S 501S: "PRAGUE" This black-and-white TV spot is as artfully shot as it is wittily scripted. A hip ex-pat putters about the city in a tiny old auto only to emerge in his boxers. Where are his 501 jeans? "In Prague," he declares, "you can trade them...
Twenty-six years ago, I was arrested for selling a pair of jeans to a plainclothes Soviet policeman. They weren't even Levi's 501s, they were the kind with the zipper, but that's not why I was arrested. It was a setup, designed to scare a 16-year-old and his 20 teenage fellow travelers into behaving for the remainder of their summer behind the Iron Curtain. And scare me it did, though the authorities allowed me to rejoin my group after a few hours of interrogation...
...however, tradition will not be forsaken. "People always come back to basics," insists Hervey. "There is no more practical piece of apparel than a pair of cotton denim jeans. They give you a good, free feeling of comfort." This year Levi's will spend $36 million to promote 501s, those reliable, prototypical jeans that shrink, curl, give and finally smooth out on the body as if they were cut to order. There has already been a blitz of 501 ads during the Olympics. Whatever else they may have accomplished, these ads served as a reminder that despite fashion...