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Project 501 provides chance to re-design fashion icon
Jan '08
As an extension of Levi's partnership with The Weinstein Company, Miramax and Bravo's Project Runway, the brand launched a community site called Project 501.

The site, provides aspiring designers nationwide the unique opportunity to re-design a fashion icon - the Original 501 Jean – and allows non-designers to select and choose their favorite.

Based on the results of the public's online voting, the winning design will be produced by Levi's and sold exclusively.

In addition to the design from the online challenge, the winning design from last night's show is currently available for sale.

The Original Levi's 501 jean was the creative inspiration for challenge No. 9 in the fourth season of Project Runway. The challenge was introduced by Levi's Senior Vice President of Design Caroline Calvin and Project Runway mentor Tim Gunn on the industrial docks of Brooklyn facing Manhattan.

Calvin explained that Levi Strauss left from the Brooklyn dock in 1853 and headed to San Francisco, where in 1873 he created what has become one of the most popular and celebrated pieces of apparel in history-the blue jean.

Calvin then challenged the show's contestants to create a design as creative, innovative and youthful in spirit as the 501.

"The 501 jean is probably the greatest piece of apparel every created. It has stood the test of time as one of the most versatile garments, and it made for a very a tough design challenge," said Tim Gunn of Project Runway.

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