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Denim Wars | Cowboys & Indigos | 1

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It's the 1930s and Californian jeans maker Levi Strauss & Co. is struggling. The Great Depression is destroying jobs and killing demand for its denim workwear.

So when a craze for the Old West boosts demand for jeans, Levi's and its rival Lee seize the moment. But then an unfamiliar stranger swaggers into town looking to make their battle a three-way shootout.

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696 episodes

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Denim Wars | Cowboys & Indigos | 1

Business Wars

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Manage episode 276127546 series 2007989
Content provided by Wondery. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Wondery or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

It's the 1930s and Californian jeans maker Levi Strauss & Co. is struggling. The Great Depression is destroying jobs and killing demand for its denim workwear.

So when a craze for the Old West boosts demand for jeans, Levi's and its rival Lee seize the moment. But then an unfamiliar stranger swaggers into town looking to make their battle a three-way shootout.

Listen ad-free on Wondery+ here

Support us by supporting our sponsors!

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

  continue reading

696 episodes

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