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1、ThisisthestoryofasturdyAmericansymbolwhichhasnowspreadthroughoutmostoftheworld.Thesymbolisnotthedollar.ItisnotevenCoca-Cola.Itisasimplepairofpantscalledbluejeans,andwhatthepantssymbolizeiswhatAlexisdeTocquevillecalled“amanlyandlegitimatepassionforequality….Bluejeansaref
2、avoredequallybybureaucratsandcowboys;bankersanddeadbeats;fashiondesignersandbeerdrinkersTheydrawnodistinctionsandrecognizenoclasses;theyaremerelyAmerican1.Yettheyaresoughtafteralmosteverywhereintheworld―includingRussia,whereauthoritiesrecentlybrokeupateen-agedgangthatwa
3、ssellingthemontheblackmarketfortwohundreddollarsapair.Theyhavebeenaroundforalongtime,anditseemslikelythattheywilloutliveeventhenecktie.[2]ThisubiquitousAmericansymbolwastheinventionofaBavarian-bornJew.HisnamewasLeviStrauss.[3]HewasborninBadOcheim,Germany,in1829,anddurin
4、gtheEuropeanpoliticalturmoilof1848decidedtotakehischancesinNewYork,towhichhistwobrothersalreadyhademigrated.Uponarrival,Levisoonfoundthathistwobrothershadexaggeratedtheirtalesofaneasylifeinthelandofthemainchance.Theywerelandowners,theyhadtoldhim;instead,hefoundthempushi
5、ngneedles,thread,pots,pansribbons,yarn,scissorsandbuttonstohousewives.Fortwoyearshewasalowlypeddler,haulingsome180poundsofsundriesdoor-to-doortoekeoutamarginalliving.WhenamarriedsisterinSanFranciscoofferedtopayhiswayWestin1850,hejumpedattheopportunity,takingwithhimbolts
6、ofcanvashehopedtosellfortenting.[4]Itwasthewrongkindofcanvasforthatpurpose,butwhiletalkingwithaminerdownfromthemotherlode,helearnedthatpants―sturdypantsthatwouldstanduptotherigorsofthedigging―werealmostimpossibletofind.Opportunitybeckoned.Onthespot,Straussmeasuredtheman
7、'sgirthandinseamwithapieceofstringand,forsixdollarsingolddust2,had[thecanvas]tailoredintoapairofstiffbutruggedpants.Theminerwasdelightedwiththeresult,wordgotaroundabout“thosepantsofLevi's”andStrausswasinbusiness.Thecompanyhasbeeninbusinesseversince.[5]WhenStraussranouto
8、fcanvas,hewrotehistwobrotherstosendmore.Hereceivedinsteadatough,browncottonclothmadeinNimes,France―calledserge
