世界名牌博览：李维斯

Levi's（李维斯）是来自美国西部最闻名的名字之一。1853年犹太青年商人Levi Strauss（李维·斯特劳斯）为处理积压的帆布试着做了一批低腰、直筒、臀围紧小的裤子，卖给旧金山的淘金工人。由于这种裤子比棉布裤更结实耐磨而大受欢迎。于是，李维索性开了一家专门生产帆布工装裤的公司，并以自己的名字“Levi's”作为品牌，Levi's（李维斯）的神话也由此展开。

李维斯（Levi's）是著名的牛仔裤品牌，作为牛仔裤的“鼻祖”，象征着美国野性、刚毅、叛逆与美国开拓者的精神。它历经一个半世纪的风雨，从美国流行到全世界，并成为全球各地男女老少都能接受的时装。靛蓝牛仔斜纹布、腰后侧的皮章、裤后袋上的弧线、铆钉、独有的红旗标等都是李维斯的特点。

李维斯作为时装和牛仔裤的领导品牌，百年来不断追求创新，1960年，推出水洗系列牛仔裤，1967年出现喇叭口裤型、1986年开始生产预先穿洞的破烂牛仔裤、将牛仔裤裤管翻过来的“翻边”、2003年性感新潮剪裁独特、款式至酷的TYPE1 TM系列。

 

Levi’s have been the most famous brand of jeans and denim¹ clothing for decades. Levi Strauss & Co. was founded in 1853 when Levi Strauss emigrated from Germany to San Francisco to help with his brothers’ dry goods business. The company began producing denim overalls² in the 1870s but did not start making jeans until the 1920s. Strauss and his partner Jacob Davis patented the copper³ rivet⁴ to reinforce clothing in 1873. It was to become a key part of their jeans design. The demand for their jeans skyrocketed in WWII. This saw their sales staff grow from 15 before the War to 22,000 in 35 countries just after it. Levi's jeans became popular with young people in the 1950s and ‘60s. The 501 was then, and is today, their biggest-selling product. The company leads the fashion industry in the number of trademark⁵ infringement⁶ cases.

 

1 denim   

n.斜纹棉布；斜纹棉布裤，牛仔裤

参考例句：

• She wore pale blue denim shorts and a white denim work shirt.她穿着一条淡蓝色的斜纹粗棉布短裤，一件白粗布工作服上衣。
• Dennis was dressed in denim jeans.丹尼斯穿了一条牛仔裤。

2 overalls   

n.（复）工装裤；长罩衣

参考例句：

• He is in overalls today.他今天穿的是工作裤。
• He changed his overalls for a suit.他脱下工装裤，换上了一套西服。

3 copper   

n.铜；铜币；铜器；adj.铜(制)的；(紫)铜色的

参考例句：

• The students are asked to prove the purity of copper.要求学生们检验铜的纯度。
• Copper is a good medium for the conduction of heat and electricity.铜是热和电的良导体。

4 rivet   

n.铆钉；vt.铆接，铆牢；集中(目光或注意力)

参考例句：

• They were taught how to bore rivet holes in the sides of ships.有人教他们如何在船的舷侧钻铆孔。
• The rivet heads are in good condition and without abrasion.铆钉钉头状况良好，并无过度磨损。

5 trademark   

n.商标；特征；vt.注册的…商标

参考例句：

• The trademark is registered on the book of the Patent Office.该商标已在专利局登记注册。
• The trademark of the pen was changed.这钢笔的商标改了。

6 infringement   

n.违反；侵权

参考例句：

• Infringement of this regulation would automatically rule you out of the championship.违背这一规则会被自动取消参加锦标赛的资格。
• The committee ruled that the US ban constituted an infringement of free trade.委员会裁定美国的禁令对自由贸易构成了侵犯