Denim Wars | Old Western Blues | 2
Business Wars
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Denim Evolution: Levi's and Lee's Rivalry
This chapter explores the history of denim pants, focusing on Levi Strauss & Company's innovations like the five-pocket design and the rise of competitor Henry David Lee. It highlights Lee's entrepreneurial spirit, the introduction of the Union All jumpsuit during World War I, and the contrasting marketing strategies that defined the competition between the two brands.
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