Home / Knowledge / News / Apparel/Garments / Levi's Roadwear campaign for Spring
Levi's Roadwear campaign for Spring
Feb '11
The original and definitive brand -- Levi's brand -- has launched a campaign for the Spring season.

Titled “Levi's Roadwear”, the campaign captures the undeterred and pioneering spirit behind the original jeanswear brand. In this campaign, the models are photographed as a band on a first-time road trip across the country traveling to a much-anticipated gig. The band's experiences are shot candidly and supported by taglines that articulate the band's boundary-pushing spirit, adventurous vigor and unbridled optimism – the embodiment of the Levi's brand and its pioneering energy.

“Behind each piece of well-worn lived-in denim is a story of the relationship the pair of jeans has with its wearer. Every fray, rip and tear tells a narrative and captures a milestone in a journey. The campaign shares the stories behind both the denim and the band's travels,” said Shumone Chatterjee, Vice President, Levi's Marketing for Levi Strauss Asia Pacific Division. “Our Levi's wearers all have that provocative spirit, and we want to inspire them to live and articulate that spirit in their own ways,” he added.

The campaign will also be supported by local websites that allows the exploration of the season's denim in high-definition. Consumers will be able to zoom in on garments “mapped” with the campaign journey and uncover stories explaining the design. The journey is told through both the perspective of the denim and the physical terrain of the trip, providing an immersive experience supplemented with multimedia content that tells a richer story of the journey.

The site will allow fans to explore the season's entire collection as well as promotions and competitions for select markets.

The campaign was shot in Los Angeles by Sydney-based photographer Ben Sullivan. The Levi's Roadwear campaign was developed by Bartle Bogle Hegarty (BBH) in Singapore. The creative concept will run through multiple consumer touchpoints, including print advertising, out-of-home media, digital and retail.

Key looks from the Levi's Roadwear Spring 2011 collection feature denim-on-denim, highlights of red, white, and blue, and worn-in finishes. The collection launches in store this season.

Levi Strauss & Co

Must ReadView All

Textiles | On 29th Apr 2017

Textile sector may have uniform GST rate: Irani

The textile sector could have a uniform Goods and Services Tax (GST)...

Textiles | On 30th Apr 2017

Government revamping tech mission on cotton

Indian Government is working to revamp the technology mission on...

Apparel/Garments | On 30th Apr 2017

Columbia Sportswear records Q1 net sales of $543.8 mn

Columbia Sportswear Company has announced record net sales of $543.8...

Interviews View All

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Yashiki Gumber
Sahiba Fabrics

Fabric does not restrict us from fashion trends

Mohammad Mamun Ar Rashid
UL VS Bangladesh Ltd

Productivity, creativity and innovation play a vital role in the growth of ...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Marcel Alberts

Coating at a fibre level is a practice not usually seen in the...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


news category

Related Categories:
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search