LEVI'S / GET TO WORK / BY JESS GREENWOOD
Issue 24, 1 September 2010
After a tough decade, one of the world's most famous brands has pressed the reset button, returning to its pioneering roots and pitching a new definition of what it means to work. Equal parts elbow grease and empowerment, Levi's prolific new strategy incorporates CSR initiatives, an overhaul of the women's range, and a focus on digital communication as the most effective way of creating meaningful campaigns. Finally, the performance sportswear of the 1870s has found a way to marry heritage with contemporary relevance - demonstrating that hard work really does pay off
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