Summary

A legendary garment, mass-produced, which witnessed the Industrial Revolution and clad cowboys on the western frontier, is now a fashion statement worldwide for men and women, young and old: an icon of modernity which has lasted for 150 years. With flying colors, the jeans have sailed through early marketing, the Internet, the world of collectors, the end of the Cold War, and now globalization. Their eternal popularity begs a question: Why?

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