How blue jeans were invented | Moments of Vision 10
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Levi Strauss’ story appeals to nostalgic notions of the American Dream, with its connotations of innovation and entrepreneurship as well as an egalitarian attitude to clothes. Read more about this moment of vision here.
In an industry that is constantly changing in response to trends, for many jeans appeal on a cultural level whilst maintaining a sturdy image of comfort and durability. For many, Levi’s is still the original cowboy brand – see the company timeline in full at this site.
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