A Model Startup

If you had any doubt whether the entrepreneur is the cultural icon of the new millennium, consider the models in the new men's fashion ads for Slates casual clothes by Levi Strauss & Co. Shot by legendary fashion photographer Richard Avedon, these are supposedly regular guys who are following their "true course in life." As it happens, five out of the six are entrepreneurs. For instance, 29-year-old Frank Carfaro (left) quit his job as an analyst at Dun & Bradstreet Corp. in New York to start Desiron three years ago with his brother Matt. Desiron makes custom metal furniture and now boasts $2 million in sales.

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