Denim Wars | Cowboys & Indigos | 1

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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