Funny how people always express surprise when we move into the “find out” phase.
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Also, just to point this out, I’m not sure what style guide The Guardian is following here. Levi Strauss & Co. is not “Levi’s”. Just being generous with the error, as a company, they take a plural verb in British English. So in two words, there are two errors.
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Also, from a language perspective, it’s appropriate to call Levi Strauss just “Levi”, and he’s best known for his company’s product (jeans/denim). It’s just short for either his company or his jeans, depending on context.
Not much different than saying “Vans”, “Nike’s”, “Crocs”, “Uggs”, etc. when talking about shoes.
They are also known as “Levi’s”. It’s even on their logo.
