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Hi! I have held onto these shorts that are too small for me but came across this site and was curious about the tags and the story behind them!
That's wild. I grew up in the town of Sonoma so his store must've been on the Plaza.A 1971 article about Zig-Zag Leathers noted that "Hal Friedman, president of the firm" and a former rtw salesman, started the firm with two others ("Ted Reich, a former Levi Strauss salesman, who handles administration and finance, and Americo Romero-Bar, a Peruvian who owns Alvin Duskin's plant and went with Friedman when he started up"). The article also noted Zig-Zag "started to manufacture leather apparel (jn San Francisco) in October 1969." Friedman heard of Reich, "who owned a small store in Sonoma...and made leather pants and skirts in the back room, in the summer of 1969" and went to Reich's store and came back with an order for 500, after which they went into business together, making women's clothes. Eventually almost one-third of their business was making men's clothing.
All three partners participated in the designing of the clothes and by 1971 their best-sellers were jeans, but you might be interested to learn in January 1971 they offered "...two different HotPants styles."
The last reference I found to Zig-Zag -- thus far --was in 1972.