How Do You Wear Your Levi's IRL?

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Sure, San Francisco's Levi's invented jeans, and the city and the company can be pretty proud of that. But you won't see anyone resting on their laurels, basking in the historic importance of the brand. Levi's marketing gurus are constantly coming up with ways to reinvent. The latest is a campaign called "Live in Levi's" campaign, which celebrates the important moments in life that might happen while wearing the denim, from "first dates and first-borns to rodeos and road trips and every day in between."

Look for upcoming TV spots and social media campaigns highlighting the fall 2014 collection, specifically Levi's 511 Slim Fit jeans for men and the Levi's Revel for women. Also look for reinvented versions of the original 501 jean, western shirt and Trucker jacket. "The campaign shows the contagious joy that comes from living without hesitation. Your Levi's are an accomplice in the story that unfolds as you live," says Eric Springer of Foote Cone and Belding, which helped develop the campaign. That's putting a lot of stock in a pair of jeans, maybe? But then again people do get pretty passionate about their denim these days.
· Levi's [Official Site]
· The 13 Best Places to Buy Denim in San Francisco [Racked SF]