Denim Wars | From Freak to Chic | 4

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 11 November 2020

⏱️ 28 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

It's the late '60s and Levi's is seeking to stay on trend by tuning into the flower-power movement taking over San Francisco.

But keeping up with the ever-shifting tides of fashion is harder than it looks and soon Europe will be taking jeans onto an unfamiliar battleground: the catwalk.

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Transcript

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0:00.0	Hey, prime members, you can listen to business wars, add free on Amazon music.
0:04.6	Download the app today.
0:07.0	It's early 1967 and Levi's chief Bud Robinson walks through San Francisco.
0:21.7	Eyes wide in amazement.
0:24.1	He passes barefoot hippies flashing peace signs at each other.
0:28.1	On the sidewalk, a long-haired man sits cross-legged and strums an acoustic guitar.
0:33.1	Next to him, a woman with a crown made of daisy shakes a tambourine.
0:38.1	These are the new counter-cultural denizens of San Francisco, and they're growing in
0:42.1	number by the day.
0:44.1	Robinson feels overdressed in his suit and tie.
0:47.4	He hurries to catch up with his guide in this unfamiliar part of town, John Johnson.
0:52.2	Johnson works for Levi's ad agency, and he's blending in with his black turtleneck and
0:56.7	faded 501s.
0:59.0	Robinson stares at a hairy guy in a pair of navy surplus bell bottoms.
1:04.0	So this is what's hip now?
1:05.8	Yeah, this is what you need to tap into.
1:08.6	Oh, okay.
1:09.6	And the band is Roosevelt Airplane and Jefferson Airplane.
1:14.2	Listen, just follow my lead and be cool.
1:17.5	Shame you can't ditch that suit.
1:19.4	Dish my suit?
1:20.4	What's wrong with my suit?
	...

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