Levi Strauss blue jeans being made in a factory.

Textiles: Levi's bluejeans/dungarees being manufactured at clothing factory, CU leather labels being sewn on, men work in plant

MOS'S OF PEOPLE'S REACTIONS TO LEVI STRAUSS JEANS FOR BILL REDEKER SPOT ON THE JEANS COMPANY'S AGGRESSIVE NEW AD CAMPAIGN

Video footage from the KXAS-TV/NBC station in Fort Worth, Texas, to accompany a news story. This story aired at 10pm.

Levi Strauss and Company have announced they'll close eleven plants in four states and let go more than six-thousand workers in the process. The plants include two in Arkansas, one in Fayetteville and one in Harrison. The others are in Roswell and Albuquerque New Mexico, Centerville, Tennessee and four in Texas. A sewing and finishing plant in Knoxville, Tennessee will also be closed. The cutbacks come as Levi Strauss is seeing its share of the jeans market fall. Consumers have more choices now as designers like Calvin Kline, Ralph Lauren and Tommy Hilger get into a market already crowded with less expensive private labels.--- end --

Away We Go

NANCY PETERSON OF LEVI STRAUSS & CO. INTERVIEWED

San Francisco - California - w/s tilt up old yellow facade of Levi Strauss building - b&w still photograph of Levi Strauss - b&w still of two miners - b&w still of crowd of miners - denim blue jeans - clothing industry - fashion

PRESIDENT CLINTON PRESENTS THE RON BROWN AWARD FOR CORPORATE LEADERSHIP.

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CLOTHING

San Francisco - California - Levi Strauss company - designer with a denim jacket on a mannequin taking measurements - giant roll of denim being laid out in layers on long table - m/s with cutter and machine cutting the piles of denim - c/u of cutting denim - piles of cut denim in pieces - m/s sewing denim - c/u sewing on the trademark two orange arcs on pocket - follow focus from pile of denim to face of sewer - research at Levi Strauss - stretching fabric machine - snag resistance machine with spiked ball - w/s rivet machine puts rivets into jeans as one woman works - c/u putting rivets into jeans - m/s woman sews on labels - c/u label in place on blue jeans - denim blue jeans - clothing industry - fashion - manufacturing

MOS'S OF PEOPLE'S REACTIONS TO LEVI STRAUSS JEANS FOR BILL REDEKER SPOT ON THE JEANS COMPANY'S AGGRESSIVE NEW AD CAMPAIGN

LEVI'S CLOTHING LINE (1970s) "ROUND UP". LEVI STRAUSS (*SAME AS COM-18*)

San Francisco, Alcatraz aerials, trolley inner workings, POV trolley, est. houses, painters painting house, CU moldings, making plaster moldings, archival earthquake photos, low angle office buildings, map and measuring earthquake - seismography, Golden Gate, traffic, POV Golden Gate, Golden Gate in mist, CU store signs, Buddha, Chinatown, jade, artwork and crystal, Hotel St. Francis est., Hotel est. shots, grand dining room - people eating, various bank signs, scales, gold bars 02:22, Levi Strauss, making fabric in factory, sewing machine operators, Fisherman's wharf, baking sourdough bread 02:32, jail cell closes - Alcatraz prison, hi dive, musicians, clowns, Chinese brush painting, judo, parade and marching band 02:48, Blessing of the Fleet, POV street, stained glass, through tunnel, est. Paramount theatre, people crowds into subway, cities, man looking through telescope

MOS'S OF PEOPLE'S REACTIONS TO LEVI STRAUSS JEANS FOR BILL REDEKER SPOT ON THE JEANS COMPANY'S AGGRESSIVE NEW AD CAMPAIGN

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EARLY LEVI'S, BROWN TENT CANVAS & BLUE DENIM JEANS. CU SEWING COMPANY LOGO ON BACK OF JEANS. WOMEN SEWING LEVI'S JEANS IN LEVI STRAUSS FACTORY

Overhead view of group of kids opening a box, laughing as they remove contents. Graphic: How Do They Make Blue Jeans? The kids looks at the pieces of material from the box, discuss what to do. Int. clothing factory, machine rolls down conveyor belt towards camera. Factory worker pushes the roller along long surface. CU denim material rolling off the machine. CU saw cutting through the denim. Back at the classroom, the kids work with their pieces of denim, one girl sits behind sewing machine, another girl threads the machine while the other girls prepare to get started. Girl demonstrates the use of sewing machine to other girl. Inside factory, woman operates a high speed sewing machine. Several women operate sewing machines, young and old. CU of hands guiding the material under the sewing machine. CU the stitching on the denim. Back in the classroom the girls giggle, plan to get started. Girl reads instruction manual. The girls gather around the sewing machine trying to figure out the proper method of use. Inside factory, camera pans overhead across the work room. Woman operates sewing machine. Woman deftly grabs material and slides it under sewing machine. Older women rapidly fling material from under machine, flip it over and continue stitching. CU of machine stitching on the denim. Girls in the classroom begin to quarrel over use of the sewing machine ('what a dummy', 'my name is Lisa, not stupid'). Back in the factory, women work rapidly on the sewing machine stitching pieces of jeans, piling them. The Levi's tag is visible on a completed back pocket fragment. Two pant legs are stitched together by factory worker. Inside classroom, girls organize the pieces that make up the pair of jeans, CU girl's face. Inside factory, jeans are ironed by male worker. CU rivets being punched into the jeans. Woman at sewing machine stitches on belt loops. The Levi Strauss leather patch is sewn on. In the classroom, girls laugh, one of the girls models their completed pants while laughing. The End.