Red, White And Blue - Levi Strauss & Co.

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An American Icon Fades Away
As Levi Strauss celebrated The 125th Anniversary of its blue jeans in May 1998, the company boasted “The world has changed much since 1873. But little has changed about Levi’s Jeans.” Guess again. The status quo mentality the company applauded was contributing to the demise of its legendary brand.

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