Premier
Tuesday, September 25, 1984
Page ?
Loveable Levis live on . . .
Continued from Page 6
In the 1850's, Strauss started
using cotton material from Paris.
The original 501 jeans were sold
stiff and oversized. After a few
washings, the pants shrunk to
the right size. Miners, cowboys
and farmers would sometimes
put their new jeans on and dunk
themselves in a watering trough.
When dry, the shrunken pants fit.
Leivs have gone through many
changes. "Alkali Ike," a Virginia
City miner, complained that his
pockets kept ripping under the
strain of his large haul and riveted
pocket corners were born. The
rivets were then removed 50 years
later because they apparently
scratched school desks, saddles
and automobile paint.
Walter Haas, Sr., then the presi
dent of Levi Strauss & Co., re
quested the rivet in the crotch
also be removed. Some cowboys
had complained about the rivet
before, but these appeals were
laughed off. However, when Haas
was once on a fishing trip, he
crouched a little close to a camp
fire and the flames heated the
rivet. The reinforcement's loca
tion was no longer a laughing
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matter. The rivet was removed.
In the 1930s, Levi's saddle up
their reputation and headed into
town. Easterners who had vaca
tioned at Western dude ranches
brought them home and made
them a part of their everyday
activities.
Levi's have been a basic part of
many wardrobes ever since. These
jeans are sold in stores like Rich
man Gordman, Miller & Paine
and the Hitching PostWooden
Nickel.
Dave Schofield, area manager
in Richman Gordman's men's de
partment, said Levi's make up
about 10 to 15 percent of their
denim sales. He said this is be
cause of their basic design.
"Fashion goods are the icing on
the cake, they're just something
extra," he said. "Basic outsells
fashion 2 to 1 and sometimes 3 to
1."
Levi Strauss & Co. is adding
fashion alternatives to its basic
line, though. This year, Levis will
be available in black, bleached
blue, charcoal, white, khaki, gray
natural and stripes.
Although salespeople said Levis
have always sold well, some said
they have become more popular
since the advertising campaign
during the Los Angeles Olympics
One salesperson said sales have
picked up more since temper
atures have begun to cool.
Schofield said the basic Levi
linp that hna Aninvarl ini..
popularity in the past months
will always be in the market
However, he projected, they'li
probably "fade again."
el)
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