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Brand America

In addition to more advertisements that emphasize the hardworking, can-do spirit, industrial fortitude, and pick-ourselves-up-by-our-own-bootstraps message (see Levi's "Go Forth" campaign), look for European designers to partner with some of the most revered of American brands. At the Paris spring/summer 2010 men's runway shows, the trademark Red Tab of Levi Strauss & Co. could be spotted in the collections of Rick Owens, Junya Watanabe Man and Jean Paul Gaultier, who added his signature maritime stripes and bondage straps motifs to the traditional 501 silhouette, as well as a classic-looking trucker's jacket with the front panels cut out so that it resembled a bondage harness.
Pierre Verdy / AFP / Getty Images
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