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

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

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Levi Strauss is said to have invented blue jeans during the Californian gold rush in the l850s.

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Now, Levi Strauss is joining the underwashed denim talk with their new Water Less jeans.

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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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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.

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