It's one of the world's largest collections:
Author:Andrea ChengUpdated:Oct 18, 2018Original:Dec 12, 2017Let me tell you a story: One magical day, a bored pedestrian was aimlessly strolling through New York City's SoHo neighborhood when she happened upon a vintage store. Here, she proceeded to spend hours sifting through piles of vintage Levi's jeans like someone possessed before, finally, unearthing the one: it hugged in all the right places, flattened her tummy and lifted her butt. Since then, she's been hooked.
Fifty-thousand-plus pairs later, it was August 2016 on the last day of the MAGIC tradeshow in Las Vegas when Fuller approached Dan Dahl, vice president of Levi's, insisting he talk to the "right people," recalls James "JC" Curleigh, president of Levi's. "If anyone came up to Jeff and offered to buy the stock, I think he'd say no, because it's not about the price, but more about the fact it belongs with Levi's, because we'd know what to do with it, how to manage it — in a weird way, it's the ultimate deal for this guy, because he's selling us back what we made in the first place," Curleigh says. "I've never seen Ford buy back 10,000 Mustangs or a winery buy back their vintage wine.
"Just think about five years ago — not even 50 years ago, but five — brands, like Abercrombie, Hollister and American Apparel were targeting millennials, and it was working, and then it didn't.
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