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  • Levi Strauss: Making More Relevant Trousers

    09/12/2002 5:06:20 PM PDT · by GeneD · 19 replies · 303+ views
    Forbes.com ^ | 9/12/02 | Davide Dukcevich
    NEW YORK - Levi Strauss pants were tough enough to outfit 19th-century gold rushers, but do they have what it takes to block radioactive waves that may or may not emanate from wireless phones? The question has already stirred debate. Although from a scientific standpoint the cell-phone-proof pants may be silly, Levi's latest offering shows its creativity in trying to recapture something it hasn't had in years: relevance. Privately owned San Francisco-based Levi Strauss introduced a pair of Dockers brand pants that will feature cell-phone pockets with "anti-radiation lining to prevent possible health risks." The pants will hit shelves in...