Levi's. Sewing a Legend

Description

Blue, black, skinny, flared-no matter what form they take, denim jeans are an American icon. And no jeans are more iconic than those made by Levi Strauss & Company, which introduced riveted denim overalls in the later decades of the 19th century and then, starting in the 1920s, offered similarly constructed pants. This CNBC Original documentary goes behind the scenes at Levi's, telling the company's story-from the post-Gold Rush years when the idea for jeans originated to today's constantly evolving denim fashions. Viewers meet the company's CEO as well as design experts who discuss the qualities that have made Levi's the king of denim. The program also examines advertising campaigns that have helped build the company's brand image, the decision to create a new partnership with Walmart, and the emergence of new Levi's lines such as Signature and Capital E.

Runtime

44 min

Subjects

Genre

Date of Publication

[2012], c2007

Database

Films on Demand

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