Unit 10 The Jeaning of America
This is the story of a sturdy American symbol which has now spread throughout most of the world. The symbol is not the dollar. It is not even Coca-Cola. It is a simple pair of pants called blue jeans， and what the pants symbolize is what Alexis de Tocqueville called "a manly and legitimate passion for equality-—-” Blue jeans are favored equally by bureaucrats and cowboys； bankers and deadbeats； fashion designers and beer drinkers。 They draw no distinctions and recognize no classes; they are merely American。 Yet they are sought after almost everywhere in the world -- including Russia， where authorities recently broke up a teen-aged gang that was selling them on the black market for two hundred dollars a pair. They have been around for a long time, and it seems likely that they will outlive even the necktie.
This ubiquitous American symbol was the invention of a Bavarian-born Jew。 His name was Levi Strauss。 He was born in Bad Ocheim, Germany, in 1829, and during the European political turmoil of 1848 decided to take his chances in New York， to which his two brothers
already had emigrated. Upon arrival， Levi soon found that his two brothers had exaggerated their tales of an easy life in the land of the main chance. They were landowners， they had told him； instead， he found them pushing needles, thread, pots， pans, ribbons, yam, scissors and buttons to housewives. For two years he was a lowly peddler， hauling some 180 pounds of sundries door-to—door to eke out a marginal living. When a married sister in San Francisco offered to pay his way West in 1850， he jumped at the opportunity， taking with him bolts of canvas he hoped to sell for tenting.
It was the wrong kind of canvas for that purpose， but while talking with a miner down from the mother lode, he learned that pants -- sturdy pants that would stand up to the rigors of the digging —— were almost impossible to find。 Opportunity beckoned.
sort of翻译On the spot， Strauss measured the man’s girth and inseam with a piece of string and, for six dollars in gold dust, had [the canvas］ tailored into a pair of stiff but rugged pants。 The miner was delighted with the result, word got around about "those pants of Levi's，” and Strauss was in business. The company has been in business ever since.
When Strauss ran out of canvas， he wrote his two brothers to send more. He received instead a tough, brown cotton cloth made in Nimes, France —— called serge de Nimes and swiftly shortened to ”denim” （the word "jeans” derives from Genes, the French word for Genoa, where a similar cloth was produced)。 Almost from the first， Strauss had his cloth dyed the distinctive indigo that gave blue jeans their name， but it was not until the 1870s that he added the copper rivets which have long since become a company trademark. The rivets were the idea of a Virginia City， Nevada， tailor, Jacob W. Davis， who added them to pacify a mean-tempered miner called Alkali Ike. Alkali, the story goes, complained that the pockets of his jeans always tore when he stuffed them with ore samples and demanded that Davis do something about it。 As a kind of joke, Davis took the pants to a blacksmith and had the pockets riveted； once again， the idea worked so well that word got around; in 1873 Strauss appropriated and patented the gimmick —— and hired Davis as a regional manager。

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