Project 501 - opportunity to re-design a fashion icon

28 Jan '08

3 min read

“The 501 has been adopted and embraced by so many different cross sections of our culture. Each generation has made their own imprint on the 501. The young and talented designers of Project Runway offer up a fresh perspective on the original jean that truly started it all,” offers Robert Cameron, Levi's Vice President of Marketing.

Interested candidates can become a member of Project 501 at www.levi.com/project501 starting January 23, 2008 at 11 p.m. PST. Contestants may submit their designs online through February 6, 2008. Fans will be able to judge and vote for their favorite designs. Additionally, Levi's® designers will blog on the site to provide feedback and inspiration to the designs.

The top 20 designs will be announced during the week of February 21, 2008. The final winner will be announced online during the week of February 28.

A full guerilla marketing campaign will accompany the site using rich media online, wild postings and even napkins in restaurants, bars and coffee shops. The guerilla campaign is strategically targeted around design centers in New York and Los Angeles such as the Fashion Institute of Technology, Parson's Design School and New York City's School of Visual Arts.

Levi Strauss & Co

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