Word: levi
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Daniel C. Levi '99-'00, of Deerfield, III., the son of a rabbi, insists he is still Jewish, saying he first learned about Buddhism through books. Separating Buddhist practice from the spiritual experience of being Buddhist, Levi says meditation can be a good "psychological tool" for dealing with the stresses of daily life...
...shoppers who can overcome this juxtaposition of styles, `Black and Blues' is a haven of good buys. The store boasts more than 300 pairs of Levi's for prices as low as $18. (C.J. is a Levi's expert of sorts--he immediately recognizes my pair as the new 517's.) Jeans abound in every size, shape, and color--not only are their lovably frayed 70s leftovers for the vintage lovers out there, but even stone-washed 80s style dungarees for the fashion clueless. Customers bored with traditional denim can choose from velvet, suede, and corduroy varieties. Faux-suede pants...
...offices in Washington that once skimped on holiday decorations have hired a singing harpist for the lobby. There are 50 kinds of mustard at the supermarket, and at the Tops in Buffalo, N.Y., sales of shiitake mushrooms have doubled this year. Clinique is marketing a perfume called Happy, and Levi Strauss sells custom-fit riveted jeans based on customers' computer-detailed specifications. The youngest donors ever to endow a chair at Stanford are the founders of Internet browser Yahoo!--even the chair comes with an exclamation point...
...once stodgy retailers have attracted the most discriminating jeans buyers: teens. In a recent poll of favored brands of jeans, conducted by Teenage Research Unlimited, Arizona ranked second. "The very retailers we sell to have cracked the code on how to create and sell their own brand," acknowledges Levi's Shank...
Meanwhile, Levi's is in the midst of "assessing every aspect of market mix to protect and maintain leadership," including its once vaunted advertising, according to Shank. Next fall it will launch Red Line, a blend of traditional- and contemporary-style jeans. Says Shank: "Anybody can bring out a wide-leg jean. Only we can bring the individuality of our brand." Levi's had better start stitching soon...