Amid today's widespread need for revitalization and recovery, a new generation of "real workers" has emerged, those who see challenges around them and are inspired to drive positive, meaningful change. This fall, with the introduction of Go Forth 'Ready to Work', the Levi's brand will empower and inspire workers everywhere through Levi's crafted product and stories of the new American worker. Bolstered by its pioneering spirit and 'Go Forth' rallying cry, Levi's will explore how a new generation of real American workers is rolling up their sleeves to make real change happen. The campaign, created in partnership with Wieden+Kennedy, kicks off this July and will reach across the Americas from the top of Canada, throughout the United States, Mexico and South America.
"Last year, driven by the pioneering spirit the Levi's brand has represented for more than 150 years, 'Go Forth' created a resonate message underscoring a new vision of hope and progress," said Doug Sweeny, VP, Levi's Brand Marketing. "This year, we're turning that energy into something tangible by engaging in meaningful conversations around 'real work' and celebrating the individuals who are carving the way for a better tomorrow."
Additional 'Ready to Work' themed partnerships will be announced later this year as the campaign continues to roll out.
Levi's Fall 2010 Work Wear Collection Levi's Work Wear Collection for Fall 2010 features iconic pieces inspired by authentic work wear staples such as 501 jeans, 505 jeans, denim trucker jackets and work shirts. The collection is not about fads – it's about authenticity, exceptional craftsmanship, attention to detail, and innovation in fits, finishes and fabrics, backed by the brand that invented work wear more than 150 years ago. Details tell the story – the finest denim fabrics, brass laurel shanks, genuine leather patches and functional waist back cinches. Taking 'Ready to Work' to Local Communities through the Levi's Workshops Beginning this summer, the Levi's brand will equip a new generation of pioneers and celebrate creative communities across the country with the launch of Levi's Workshops – a new, innovative approach to integrating community involvement with retailing. The workshops will serve as community-based extensions of the Go Forth campaign, paying homage to the principles of hard work and civic engagement. The Levi's Workshops will be multi-use spaces, featuring a functional workshop, community event space and retail storefront. The first workshop debuts in San Francisco this July, followed by a second expression of the program in New York this fall. Each workshop is designed to focus on a specific craft including printmaking and photography, and will feature forums where local pioneers in design, sports, technology, sustainability, and other interests can engage and collaborate.
Inspiring Levi's Pioneering Spirit through Brand Collaborations Throughout the year, Levi's will continue to partner with iconic American brands on new design collaborations that embody the pioneering spirit of America. These collaborations will be guided by the values and principles of the Levi's brand. This fall, Levi's will partner with award-winning designer Billy Reid to create new, limited-edition versions of iconic heritage pieces from the Levi's Work Wear line. Later in the year, Levi's will introduce a new seasonal co-branded collection with Opening Ceremony that is rooted in classic Levi's styles and updated with progressive fabrics, washes and details. Additional design collaborations will be announced in the coming months.
marketing@alchempro.com
