Word: 501s
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Dates: during 1984-1984
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...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...