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Brittania Sportswear was launched in 1973 by Walter Schoenfeld in Seattle, WA [4] It once reached sales of $300 million a year and was the country's top-selling blue jean. It plummeted into Chapter 11 bankruptcy protection in 1983 because of management problems and changes in fashion tastes. [ 5 ]
1972 AMC Gremlin X with factory sun roof and V8 1973 AMC Gremlin X with Levi's interior trim package 1973 AMC Gremlin X with Levi's interior trim package. Among many other changes was an available 304 cu in (5.0 L) V8 engine. It was "the muscle car formula of stuffing a big motor in a small car."
A Levi's-branded trim package debuted with AMC's 1973 model year. Similar packages were available from Volkswagen from 1973 to 1975 (the "Jeans Beetle ") [ 14 ] [ 15 ] and from Jeep from 1975 through 1977.
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By the late 1970s, most men and women were wearing sports clothing as everyday apparel. This was primarily based on tracksuits, jumpsuits, velour or terry cloth shirts (often striped and low-cut), [15] sweaters, cardigans, sweatshirts, puffer vests, [344] flare jeans, [15] straight
When launched, the line consisted of children's jeans which were sold with the guarantee that children would grow out of them before the pants wore out. A Sears brand-awareness survey determined that by 1973, the Toughskins had become better known by mothers than the Levis brand, already a century old at that time.
1970s bell-bottoms. In the 1960s, bell-bottoms became fashionable for both men and women in London and expanded into Europe and North America. [6] Often made of denim, they flared out from the bottom of the calf, and had slightly curved hems and a circumference of 18 inches (46 cm) at the bottom of each leg opening.
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