Far from caving in, the supermarket chain has issued a counter-writ against Levi-Strauss claiming that its business has been damaged by unjustified threats.

ECONOMIST: Shopping

In America, Levi Strauss, a blue-jeans maker, is increasing its use of specialists like San Fransisco-based Prophet and Beam.

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Similarly, Levi Strauss is introducing web-linked kiosks in its stores, where customers can design their own pair of jeans, choosing from a number of styles, colours, shapes and sizes.

ECONOMIST: Direct hit

Steinway, blue jeans peddler Levi Strauss, real estate wheeler-dealer Donald Trump and electrical industry pioneer George Westinghouse.

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For instance, in America Wal-Mart recently signed up Levi Strauss to make a range of jeans especially for it.

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At the huge Los Angeles County fair in September, Levi Strauss will peddle a body-scanning technique that will allow fairgoers to find the perfect pair of jeans in 10 seconds, says Mary Ann Halford of the Fair Network, a company which arranges sponsorships.

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Since it made the leap to the workplace a few years ago, companies like Bank of America, Cendant, Adidas and Levi Strauss have climbed aboard the learning-style bandwagon.

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Last month, after a Ceres-led dialogue with labor and human rights groups, NGOs, suppliers and other companies, Levi Strauss released a new blueprint for supply chain engagement that promises deeper efforts to improve the lives and well-being of its supply chain workers, and challenges and inspires other companies to do the same.

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Tom W. Tusher was in New Zealand for Levi Strauss, scouting retail space, when he stumbled on a spot ideal for hauling in .10-pound brown trout.

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