What do Old West gold miners, biker gangs and Marilyn Monroe all have in common? The same pair of jeansâŠInvented by a down-on-his-luck immigrant tailor in the 1870s, this classic riveted pant launched a global denim market worth over $70B. How? By teaming up with Levi Strauss & Co., a Gold Rush-era startup that became the most popular clothing brand in America. (Fact: Leviâs won a popularity contest over Nike, Adidas, and Old Navy.) â And it all began with the 501s. Find out how the original âstraight fitâ jeans used the âcupholder effectâ to drive demand, how a storytelling hack transformed an everyday product into a symbol of freedomâŠand why Leviâs 501s are the best idea yet.
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