More Than Blue Jeans

Published Tuesday, April 01, 2003

In 1872 Levi Strauss and Nevada tailor Jacob Davis perfected the process of adding copper rivets to pants pockets. Since then, the business of selling blue jeans has changed radically. From in-store videocam periscopes to kiosks that take biometric data — personal information, body measurements, fingerprints — for marketing, Levi Strauss & Co. has embraced new technologies. The renovation of its showroom offices in New York City is no different. Design firms Studios Architecture and Ercolino Productions created a state-of-the-art space where buyers preview the latest fashions in three open-area theaters and 16 showrooms.

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