Word: levi
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Dates: during 1980-1989
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...Preppy Handbook" may no longer be a bestseller, but according to a recent survey of college students by Levi Straus & Co. the "preppy look" is still the most popular on college campuses...
They looked like kids on a high school field trip, clad in Levi's and Springsteen sweatshirts, lining up by the hundreds at the entrance to a tepee. These students, though, were Indians, and the healing ritual to which they were invited was solemnly dedicated to saving their lives...
Until a year or two ago, blue-jeans wearers wanted the names Calvin, Gloria or Sergio on their back pockets. But right now they want pants that say Bruce, as in Springsteen. The most prominent items in the rock star's working- class wardrobe are faded pairs of Levi's no-frills 501 jeans. Springsteen does not make product endorsements and the pants do not carry his name, but true- blue fans would never mistake the brand of britches he wears on the cover of his current album, Born in the U.S.A. Says Levi Strauss Spokesman Dean Christon: "Springsteen...
...popularity of the 501 comes as a welcome boost for Levi Strauss (1984 revenues: $2.5 billion), which suffered through the designer-jean craze and then a general slump in denim sales. Partly with help from Springsteen, the 501 has been riding a fashion U-turn back to the all-American look. Says Steve Yacker, manager of a Gap clothing store in Manhattan: "Designer jeans are out. The 501 has become a fashion statement...
Each resident had his own priority on what to try to save. "I got my watch, my Levi's and my dog and ran," said one young man in the neighborhood. He complained that spectators who had come to watch the fire had parked their cars in front of his house, blocking any chance for him to save his Jeep or his parents' Volkswagen Rabbit. "We lost our cars because of those looky- looks," he said bitterly. Almost everyone involved, however, directed the most anger at the unknown arsonists. Said one Los Angeles fireman: "It's terrorism...