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Levis-Strauss is an American company, founded in eighteen fifty three, who began producing denim overalls for work wear as it is a hardwearing, durable fabric hence it was for manual workers.
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Levis Media Coursework Levis-Strauss is an American company, founded in eighteen fifty three, who began producing denim overalls for work wear as it is a hardwearing, durable fabric hence it was for manual workers. Although in the nineteen fifties Hollywood starts began to wear jeans as a fashion item such as young rebellious actors like James Dean. This image caused young men of the public to follow the trend and denim became a popular item of clothing. Levis noticed the growing popularity in men following this style, therefore between nineteen eighty four and nineteen eighty seven a series of adverts were broadcast causing sales to rocket by a shocking two thousand percent. In these adverts an impression was given that Levis 501s are aimed towards white European men as of the absence of ethnic minorities in their advertisements. In the Levis 501's adverts, gender is the most obvious issue...
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