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Levi Strauss & Co. (/ ˈ l iː v aɪ ˈ s t r aʊ s / LEE-vy STROWSS) is an American clothing company known worldwide for its Levi's (/ ˈ l iː v aɪ z / LEE-vyze) brand of denim jeans.It was founded in May 1853 [2] when German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, to San Francisco, California, to open a West Coast branch of his brothers' New York dry goods business.
Popular clothing in the early 1980s worn by men included tracksuits, [86] v-neck sweaters, polyester and velour polo-neck shirts, sports jerseys, straight-leg jeans, jeans rolled to show off their slouch socks, polyester button-ups, cowboy boots, [87] beanies, and hoodies.
Shorts that terminated at the upper thigh became increasingly popular as informal leisurewear and sporting attire throughout the 1940s, 1950s, and 1960s for both men and women. [68] In the early 1970s short shorts began to be made in fashion fabrics, in which form they became known as hotpants (see above), a term popularised by Women's Wear Daily .
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By the 1960s, both men's and women's jeans had the zipper down the front. Historic photographs indicate that in the decades before they became a staple of fashion, jeans generally fit quite loosely, much like a pair of bib overalls without the bib. Indeed, until 1960, Levi Strauss called its flagship product "waist overalls" rather than "jeans".
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