SAN FRANCISCO — Over the past several years, executives at Levi Strauss & Co. had noticed an odd pattern.

When they slipped into the office to get a little work done on the weekends, they’d often find clusters of tourists standing in the plaza outside the company’s Battery Street headquarters here, just looking around. On weekdays, they’d occasionally walk through the lobby and discover groups of Japanese tourists having their pictures taken under a large Levi’s banner.

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