This is the story of a sturdy-American symbol which has now spread throughout most of the world. The symbol is not the dollar. It is not even Coca-Cola. It is a simple pair of pants called blue jeans, and what the pants symbolize is what Alexis de Tocqueville called "a manly and legitimate passion for equality ..."
(2) Blue jeans are favored equally by bureaucrats and cowboys; bankers and deadbeats; fashion designers and beer drinkers. They draw no distinctions and recognize no classes; they are merely American.
(3) 41. __________.
(4) This ubiquitous American symbol was the invention of a Bavaraian-born Jew. His name was Levi Strauss.
(5) He was born in Bad Ocheim, Germany, in 1829, and during the European political turmoil of 1848 decided to take his chances in New York, to which his two brothers already had emigrated. Upon arrival, Levi soon found that his two brothers had exaggerated their tales of an easy life in the land of the main chance. He found them pushing needles, thread, pots, pans, ribbons, yarn, scissors and buttons to housewives.
(6) 42. __________.
(7) It was the wrong kind of canvas for that purpose, but while talking with a miner down from the mother lode, he learned that pants-sturdy pants that would stand up to the rigors of the digging--were almost impossible to find.
(8) Opportunity beckoned on the spot, Strauss measured the man's girth and inseam with a piece of string and, for six dollars in gold dust, had [the canvas] tailored into a pair of stiff but rugged pants.
(9) 43. __________.
(10) When Strauss ran out of canvas, he Wrote his two brothers to send more. He received instead a tough, brown cotton cloth made in Nimes, France.
(11) Almost from the first, Strauss had his cloth dyed the distinctive indigo that gave blue jeans their name, but it was not until the 1870s that he added the copper rivets which have long since become a company trademark.
(12) 44. __________.
(13) For three decades thereafter the business remained profitable though small, with sales largely confined to the working people of the West-cowboys, lumberjacks, railroad workers, and the like.
(14) Levi's jeans were first introduced to the East, apparently, during the dude-ranch craze of the 1930s, when vacationing Easterners returned and spread the word about the wonderful pants with rivets.
(15) 45. __________.
(16) The pants have become a tradition, and along the way have acquired a history of their own so much so that the company has opened a museum in San Francisco. For example, there is the particularly terrifying story of the careless construction worker who dangled fifty two stories above the street until rescued, his sole support the Levi's belt loop through which his rope was hooked.
[A] The miner was delighted with the result, word got around about "those pants of Levi's", and Strauss was in business. The company has been in business very since.
[B] As a kind of joke, Davis took the pants to a blacksmith and had the pockets riveted; once again, the idea worked so well that word got around; in 1873 Strauss appropriated and patented the gimmick--and hired Davis as a regional manager.
[C] By this time, Strauss had taken both his brothers and two brothers-in-law into the company and was ready for his third San Francisco store. Over the ensuing years the company prospered locally, and by the time of his death in 1902, Strauss had become a man of prominence in California.
[D] For two years he was a lowly peddler, hauling some 180 pounds of sundries door-to-door to eke out a marginal living. When a married sister in San Francisco offered to pay his way West in 1850, he jumped at the opportunity, taking with him bolts of canvas he hoped to sell for tenting.
[E] Another boost came in World War Ⅱ, when blue jeans were declared an essential commodity and were sold 0nly to people engaged in defense work. From a company with fifteen salespeople, two plants, and almost no business east of the Mississippi in 1946, the organization grew in thirty years to include a sales force of more than twenty-two thousand, with plants and offices in thirty-five countries.
[F] They adapt themselves to any sort of idiosyncratic use; women slit them at the inseams and convert them into long skirts, men chop them off above the knees and turn them into something to be worn while challenging the surf. Decorations and ornamentations abound.
[G] Yet they are sought after almost everywhere in the world-including Russia, where authorities recently broke up a teen-aged gang that was selling them on the black market for two hundred dollars a pair.