Word: denims
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Dates: during 1970-1979
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...country store, three worn couches, a board placed on milk cases, and a few wooden chairs make a circle around a Buckeye 135 wood stove. The room is filled with people. The walls are lined with canned goods and staples like salt, sugar, cornmeal and motor oil. A blue denim jacket hangs from one shelf, and a few feet below it hangs a new white T shirt with green lettering that proclaims NOT BY A DAM SITE. A middle-aged woman with a hesitant voice and bright blue eyes is speaking: "I'm sure there are Indian graves around...
...vice president for Transport City. And it is true that they come on in Stetson hats, tooled leather belts and pointy-toed boots trimmed in iguana or wildebeest. But the men who roll into Transport City do not have the lean, weathered look of wranglers. Those pearl-buttoned denim shirts barely cover bellies bulging out from too many orders of mashed potatoes and chocolate cream pie. These cowboys are at home not on the range but in the claustrophobic cabs of 18-wheel trucks that thunder back and forth over the nation's 42,000 miles of interstate...
...next bout, 182-lb. Slaymaker, fighting in blue-denim overalls and bare feet, faces Gerard Ranare, a younger (20) fighter of the same weight. Slaymaker, like McDoniels before him, is slowed by his prefight drinking; Ranare is pure concentration. He bloodies Slaymaker's nose with a right uppercut, and the fight is stopped by the referee. Slaymaker is helped to his feet, congratulates Ranare with a hug, and a forced smile...
...textile men believe that the great denim shakeout has now "bottomed out" and that better days are ahead. But the market is no longer growing by 17% to 18% a year, as it was in the mid-1970s, and has slowed to a 2% to 3% pace. Levi Strauss, the biggest U.S. blue jeans maker, showed a sales drop in its Jeans-wear Division in the second quarter, to $138 million from $173 million last year...
...love affair with the stuff clearly throbs on. "Black denim" jeans, the dark, stiff kind that James Dean wore, are big sellers right now, as are the sexy, $32-and-up numbers put out by big-name designers. The blue-textile phenomenon may well have passed its sales prime, says Norman Karr, executive director of the Men's Fashion Association, "but there are many good years left...