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Braden entered Kalamazoo College on an athletic scholarship in 1947, majored in psychology and played on the school's highly regarded tennis team. "I had 38 cents in my Levi's when I started college," Braden says, "and 37 cents when I finished. I had to save up to make a phone call." Later, while coaching tennis at the University of Toledo, he played in professional tournaments with a group of six stars (Jack Kramer and Pancho Gonzalez, among others) and, in Braden's words, six "donkeys," including himself and Chris Evert's father Jimmy. "The donkeys made...

Author: /time Magazine | Title: Teaching Tennis to Toads Vic Braden, Coach Extraordinaire, Uses Humor and Physics to Show Nonstars | 10/16/1989 | See Source »

...Ashburn cattle ranch in Arizona's Sonoran Desert, Sonny and Nancy McCuistion and their two hired hands head for the cow troughs. "The cows are a little surprised at first, but they're gentle," says Nancy. "Of course when you get out, it feels funny riding back in wet Levi...

Author: /time Magazine | Title: Living: Come On In, The Water's Fine! | 8/14/1989 | See Source »

...finally to have been accepted in large measure throughout the world. Twenty- six years ago, selling your jeans could land you in a Soviet prison. In May of this year, the Soviets put on a trade show in San Francisco to try to attract trading partners and investors like Levi Strauss...

Author: /time Magazine | Title: Money Angles: I Was a Teenage Communist | 7/31/1989 | See Source »

Twenty-six years ago, I was arrested for selling a pair of jeans to a plainclothes Soviet policeman. They weren't even Levi's 501s, they were the kind with the zipper, but that's not why I was arrested. It was a setup, designed to scare a 16-year-old and his 20 teenage fellow travelers into behaving for the remainder of their summer behind the Iron Curtain. And scare me it did, though the authorities allowed me to rejoin my group after a few hours of interrogation...

Author: /time Magazine | Title: Money Angles: I Was a Teenage Communist | 7/31/1989 | See Source »

...Made in the USA Foundation plans to compile a list of popular products and their place of manufacture for a forthcoming book titled Made in the USA: A Catalog of the Best American Products. Joel Joseph, the group's founder, plans to contrast such U.S.-made goods as Levi's and Macintosh computers with ringers that include Perry Ellis "America Series" shirts (made in Mauritius) and Rockport shoes (Portugal and Taiwan). Joseph is lobbying for legislation that would require advertisers to disclose where their products are manufactured...

Author: /time Magazine | Title: PRODUCTS: Hey, This Apple Pie's an Import! | 6/26/1989 | See Source »

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