Levi's no longer all-american!

Last Thursday Levis - the maker of all American jeans - announced that it would close down it's last Nort American Levis manufacturing plant, in San Antonio, laying off almost 2000 workers.

The venerable company has been shifting its production overseas during the last two decades, and today uses about 500 contractors to produce its apparel in 50 countries, including Mexico, China and Bangladesh. Still, switching off the lights at its remaining U.S. factories symbolizes the struggle of an industry that has been battered by the forces of globalization. from NewsDay.com

The Levis plant workers, and the North American textile and apparel manufacturers are not happy about the development. How this move will affect Levi's all-American branding remains to be seen.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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