Levi Strauss 501 Jeans — Live Unbuttoned

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There are a number of brands I love but Levi Strauss and Co. 501 button down jeans are at the top of the list. Another brand I really like is Bartle Bogle Hegarty, Levi’s ad agency. 
 
BBH and Levi Strauss are launching a worldwide campaign selling 501 jeans and the manufacturer has boldly decided to use one campaign idea (Live Unbuttoned) and one jean design around the world. What that means is that a pair of 31-34s sold in New York will match a pair sold in Tokyo stitch for stitch. Same rise, same pockets, same everything.  This is a very smart move. I don’t care how un-cool America is in other hemispheres, 501s are a brand of amazing power and allure.
 
I would love to have been party to the research that helped form the Live Unbuttoned creative idea — I can only imagine. “Unbuttoning” has changed the course of history.  If handled well, this campaign will change the course of Levi Strauss history. Good luck!