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Levi's to celebrate 501 Day with organic edition
27
Apr '09
In celebration of the annual Levi's 501 Day on May 1st, the Levi's brand is launching a special edition jean inspired by its classic and definitive 1947 design and made from 100% organic cotton. Shrink-to-fit and tailored from selvedge fabric, the jean marries the hallmarks of quality denim loved by discerning consumers, with environmental consciousness, and from a label that's iconic and timeless.

The special edition jean is emblematic of the Levi's brand heritage of innovation and the 501 Day. Each year, new editions are introduced to commemorate 501 Day and carry on the brand's spirit of individuality, originality and youthfulness.

“This year we're launching the special edition jean that's a contemporary update of the 1947 fit and made from 100% organic cotton which doesn't use pesticide. So, do your bit for mother earth and grab the jean before it runs out,” said Agnes Tann, strategic brand planning director, the Levi's brand.

This special edition jean will carry a white Tab device with a green 'Levi's' sign-off instead of the brand's famous Red Tab device to distinguish it from other 501 jeans. It comes in a vintage-looking mid-worn finish that says relaxed and authentic, just like how you'd feel when you wear it.

The Levi's 501 Special Edition 100% Organic Cotton jean launches on 501 Day with a below-the-line retail campaign. The jean will be available in China, Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam.

Levi's


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