Jeans started to become even more glamorous and customizable. It was the golden age for denim as more and more styles were introduced as well as older styles staying in fashion. There were almost limitless different shapes and accessories for jeans. As trade rules became less restrictive we started importing jeans made in sweatshops in countries to the south where workers labored long hours for little pay; thus jeans were more cheaply made and less expensive to buy. The jeans craze began to spread to other countries and in 1971, Levi Strauss & Co. won the Coty Fashion Critics Award for becoming a world wide fashion influence.