Word: tailors
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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 of men who wanted "Levis." In a shop on San Francisco's California Street, he began making dozens of pairs of the waist-high overalls which defied the wear & tear of bronc-riding, gold-mining and plain ordinary living...
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 the low cost (about $3.50) and durability of Levis. Said he: "I'd probably have gone bankrupt without them." Editorialized the San Francisco Chronicle: "We are unable to think of any influence ... that has radiated outward from San Francisco ... to be compared with Levis...
...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 this made Alkali practically rip-proof, Levi Strauss picked up the idea, from then on fastened all his pants' pockets with copper rivets...
...gosh!" moaned Secretary of State Dean Acheson's tailor. "The Secretary has never selected a suit louder than a mild-toned plaid. He's very discriminating, and such a gentleman ... a perfect size 42." But the Custom Tailors' Guild found the Secretary guilty of "sometimes overdressing," replaced him on their list of ten best-dressed men with General Dwight D. Eisenhower. Other winners: Bandleader Sammy Kaye, Dance Instructor Arthur Murray, Paper Magnate Harry E. Gould, radio M.C. Ralph Edwards...
...fireside adventurer, Fawcett Publications' True and Popular Publications' Argosy are tailor-made. Each month they whirl their male fans away from the humdrum of business, budgets and the family, to shiver with a ski patrol as "They Cheat Death in the Alps," sweat as a motorcycle daredevil shows "How to Ride Up a Wall," cheer for the Old Blue bullfighter in "Yale Man Versus Toro," and squeeze the trigger when "Grizzlies Spell Trouble." The biggest difference between the two: Argosy runs fiction, True aims at facts...