There was a time when Levi’s brand was an emblem of music, youth and rebellion. It was the denim of choice for rock stars, the most prized form of currency behind the Iron Curtain. When Levi’s dropped its latest hotly anticipated ad the soundtrack was guaranteed to go straight to number 1. When W started working with Levi’s in 2014 the brand had lost its way. It was now the denim of choice of Jeremy Clarkson. From rock and roll to rock bottom.
Levi’s had heritage and authenticity in music, so we recommended evolution, not revolution. To introduce the brand to newer, younger audiences we had to put the brand back at the ‘centre of culture’. We could reconnect the brand to its musical heritage through an industry defining influencer strategy and all-new, central London brand home known as the Haus of Strauss.
Secondly, overhaul the social strategy away from glossy Americana to hyper-local content and connect with influencers in music, street fashion and culture. Critically, to assert the currency of the brand all our partnerships would be earned, not paid. Advocacy has to be authentic.
The Haus of Strauss concept has seen product seeded to the likes of Sam Smith, The 1975, Taron Egerton The XX, The Strokes, Noel Gallagher, Emilia Clarke, Tom Holland, Cara Delevingne and John Boyega, with product they’ve chosen appearing in photo shoots, interviews and even worn on the main stage at Glastonbury by Frank Carter.
Among the digital campaigns we’ve created The Levi’s Music Project proved to be definitive: a multi-platform initiative with artists such as Skepta, Loyle Carter and Everything Everything to develop young urban music talent. Our team continue to seek out, source and collaborate with influencers that are defining modern culture and inducting them into the Levi’s brand.