Word: levision
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Levi promptly went into the clothing business. He had a tailor cut a pair of trousers from his canvas roll, and soon the miner was strolling all over town, boasting how strong were these "pants of Levi's." With one satisfied customer, Strauss found he had a steady stream...
Patched Pockets. When Levi Strauss & Co. celebrated its looth birthday last week in its San Francisco factory, it had turned out its 95,000,000th pair of Levis. It reserved a special tailor-made pair for California's Governor Earl Warren, who, as a father of six children, praised...
As the influence of Levis spread, they changed a little with the times. "Alkali," a Virginia City miner, insisted on carrying rock specimens that ripped his hip pockets. The local tailor wearied of repairing them, one day seized a hammer and riveted the corners down with square iron nails. When...
Bursting Seams. Old Levi died a bachelor in 1902, leaving the company to his nephews. Blue-eyed, urbane Walter A. Haas, who married one of Levi's grandnieces, became president in 1928 and pushed its expansion. When dude ranches became popular in the '30s, Haas introduced "Levis for...
Anybody who has felt sweated levis bind around his thighs, smelled newly-branded cow hide and chewed on coffee grounds in a pouring rain knows the West contains more than sights and sounds. Yet by using those two elements and much imagination, Howard Hawks has produced a realistic interpretation of...