Word: levi
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...Donning Levi's and a college T shirt emblazoned STANFORD is not an act of political rebellion but of status seeking. For Soviet youngsters, Western products proclaim to their friends, "I can get what I want." A scarf with a designer signature adds a dash of color to what can be a gray existence. Nor are Soviet officials immune to the temptations; it is often their children who are first to sport the latest Western clothes, courtesy of a trip abroad or a state store reserved for the elite. "What cannot help alarming us," Chernenko said last year...
...Levi- and tee shirt-clad group of young men on the stage is evidently rehearsing for a play: they say their lines and listen as the director shouts advice. But there is something odd about this wholesome-looking bunch: they speak in high falsettos, some swing their hips a la Marilyn Monroe, one wears a luxuriant wig of long, flowing curls...
...most striking difference in the new Sears is the emphasis on apparel. Whereas in the past, customers had a choice only of Sears' own lines, they can now find national-brand merchandise as well as labels bearing the names of celebrities. In the jeans department, Levi's can be found next to Sears' familiar Tough-skins. The men's departments have an Arnie line, named for Golfer Arnold Palmer, which includes $95 tweed sports jackets, and will soon carry Johnny Carson suits. Women can find garments bearing the labels of Model Cheryl Tiegs and Tennis Player...
...Soviet Union is doing business with Vitale. Earlier this year the Soviets began turning out Jesus Jeans in Moscow under a licensing agreement. Vitale had won the contract, which calls for 10 million pairs of pants to be produced through 1985, in competition with two U.S.-based clothing giants, Levi Strauss and Wrangler. Moscow is paying Vitale about $1 million for the license and technical...
...right to sponsor the U.S. track and field team from 1981 through 1988. Vitale is paying $8.2 million to the team to outfit the American athletes in exchange for the right to proclaim Kappa a team sponsor. Kappa will furnish the team's competitive attire, while Levi Strauss, the U.S. Olympic team's overall clothing sponsor, will provide the track and field athletes with such items as presentation suits to be worn on the victory stand. The arrangement, says Vitale, has already paid dividends in the form of a spate of new licensing contracts. One of the largest...