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Levi’s, the most recognizable and imitated clothing brand in the world since 1873, has introduced the ‘Go Forth,’ its first global creative platform and global marketing campaign in the brand’s 138-year history. ‘Go Forth,’ is a rally cry to create positive change in the world today, and taps into modern consumer sentiment that these are not easy times, but they are our times – ‘Now is our time.’ The global campaign comes to life through TV, cinema, print, digital and outdoor. The new creative spans 24 countries across the Americas, Europe and Asia-Pacific regions. The campaign serves as an invitation for people around the globe to come together to create a better world
The ‘Go Forth’ feeling of optimism and youthful energy extends through Levi’s Fall 2011 collection, available in stores in late summer. Celebrating exceptional craftsmanship, attention to detail and innovation in fits, finishes and fabrics, the collection is the embodiment of American style and includes looks that range from rugged to refined to rebellious.
Key fits for men include a range of silhouettes from slim and skinny to straight and tapered. The collection looks at finishing through a sustainable filter and explores innovations that build on the Water<Less™ finish concept introduced by the Levi’s brand in January 2011. Additional production techniques used to improve shape and create refined looks for Fall 2011 include dry stonewashing, hand sanding and combining resins and waxes.
The Fall 2011 women’s line will expand on the revolutionary Levi’s® Curve ID fit system which was introduced in Fall 2010. The system is based on a woman’s shape, not size and is offered in Slight, Demi, Bold and Supreme Curve fits. The collection will feature a wide variety of innovative finishes ranging from rich dark shades of indigo and black to authentically crafted and worn looks. Finishes will be offered in both Levi’s Classic and Modern rise as well as a variety of leg openings.
“The first global campaign from Levi’s is very relevant to today’s youth around the globe. The campaign is what Levi’s stands for. It will be an inspiration to all the young people who want to make a positive change in the world. We are very proud to bring this campaign live to UAE,” said Mr. Mohammed Al Madani of Al Madani Group, distributor for both Levi’s and Dockers brands in the UAE.
Al Madani Group has several Levis showrooms across the UAE that stock the latest offerings from Levi’s. The outlets are in Deira City Center, Ibn Battuta Mall, Dubai Mall, Mall of The Emirates, Mirdiff City Center, Al Ghurair City, Dubai Festival City, and in Sharjah City Center, Abu Dhabi Mall, and Marina Mall.
The Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Levi’s range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.
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