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It was Harold Cooper who steered his dad's company out of the country's post war doldrums and into the bright new world. A lengthy period of productive peace-time looked both promising and prosperous and he intended to take full advantage of it. Adding his wife's family name to the title, Harold rechristened the company the less formal 'Lee Cooper' and set about dramatically altering its entire manufacturing direction. Out went the notion of denim as strictly workwear, and in came the vision of denim as highly desirable casual wear.
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