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TAPE: EF03/0465 IN_TIME: 14:19:51 DURATION: 4:53 SOURCES: VNR RESTRICTIONS: music/performance rights must be cleared DATELINE: Berlin May 20, 2003 SHOTLIST LEVI VNR 1 Mid shot people walking up steps 2 Levi logo on wall - pan to party goers 3 Various people looking at various Levi's 4 Catwalk Levi fashion show 5 SOUNDBITE (English) Levi's representative: A 150 years ago Levi Strauss emigrated from Europe to California and started his business His basic principles were to talk to his customers and ask them what they wanted He made great sturdy jeans for miners and other workers; we continue to do the same thing today, we listen to our customers 6 Various Levi's fashion catwalk 7 SOUNDBITE (English) Levi representative: I think probably in the next 150 years denim will go in two directions: I think the first thing is that it will stay with simple classic cuts and great fabrications, and I think the other part will be driven by technological advances, those will be technological advances like waterproof breathable jeans like performance fabrics that we know today, it will bring jeans that will adjust to fit automatically when you iron them, you know it's going to be a balance of the classic and the technical 8 Various party FOREVER IN BLUE JEANS The famous maker of 501s turned the big 150 this week One hundred and fifty years ago, Levi Strauss founded the company that eventually became a world-renowned jeans-maker In honour of the anniversary, Levi's, one of the most recognisable brands in the world, threw a massive party in Berlin on Tuesday night In 1853 Levi Strauss, a Jewish immigrant, started making hard-wearing pants for gold miners in San Francisco The famous brass studs on the pockets were invented to carry lumps of rocks in the pockets Five generations later, Levi's jeans have sold 25 billion pairs worldwide, gaining iconic status, and dubbed Fashion item of the 20th Century Since the explosion of rock and roll in '50's Levi's jeans have become a symbol of youth, rebellion, fashion, music and the sexual revolution Cultural icons of all eras, such as James Dean and Marilyn Monroe, have been photographed wearing their Levi's jeans in images that typify the look and attitude that often defined the times In 1985, The Launderette TV commercial featuring Nick Kamen undressing to Marvin Gaye's Heard it through the Grapevine became synonymous with the times and is credited with both creating a revival in soul music and launching the classic blue jeans and white t-shirt look associated with the 1980s To celebrate the 150th anniversary the fashion event in Berlin featured vintage clothing, the latest limited edition anniversary designs and the upcoming 2004 collections Limited edition styles include a recreation of the oldest pair of Levi's blue jeans known in existence (only 501 pairs of which have been made) and Levi's 501 Laser Finish jeans The hugely successful launch of the Levi's Engineered twist-fit jean in 2000 is a clear example of how Levi's has constantly reinvented the Victorian design of the original garment to not just stay ahead but set the standard The personal creativity of Levi's owners customizing their jeans with rips, patches, paint and sequins have also contributed to the longevity of the jeans Such is the demand that Levi's are the best selling jeans in the world and vintage examples have sold for up to $46,5323 Beyond its famous products, Levi Strauss & Co has continuously set the standard for marketing and social responsibility Opening factories in the 40s and 50s without segregation, Levi's predated the US Civil Rights movement by over two decades In the 1980s, Levi Strauss & Co educated its employees about the then little-known disease HIV/Aids In 1991, Levi Strauss & Co was also the first multinational company to develop a comprehensive code of conduct designed to ensure that workers making its products anywhere in the world would do so in safe and healthy working conditions, while being treated with dignity and respect