Considering this denim jeans master has been gifting us plebeians the pleasure of donning some of the finest quality denim wearables ever for the last 143 years, it’s only fitting the celebration of Levi’s® storied existence should be executed in an adequately illustrious manner.
To celebrate this milestone, the lifestyle brand invited 28 Malaysian personalities from various creative backgrounds for its latest social media campaign entitled ‘We Are Original’. Levi’s has long been an advocate of originality, storytelling and personalised garments, and the local talents echo these characteristics within the campaign through expression of their own individual style and aesthetics.
Grafitti artist Cloakwork, for instance, showcases his unique artistry… by covering himself in paint and having spray cans littered around his vicinity, illustrating that he is in his element. A few other notable people to look out for in the ‘We Are Original’ campaign is the legendary frontman of a local rock band, Amy Search, the brains behind Minut Init Art Social James Ly and Dali; and the songstress capable of sending shivers down a one’s spine through her vocals, Najwa Mahiaddin.
Levi Strauss Malaysia’s Commercial Director, Anitha Narayanan said, “The people who wear Levi’s® have always been the inspiration for our brand. The intention of this campaign is to celebrate how the world ‘Lives in Levi’s®’ by blending storytelling with social media on a global scale. As an advocate of originality and authenticity, ‘We Are Original’ captures the collective power of diverse individuals and what it means to wear denim that is uniquely theirs. Levi’s® asserts denim leadership and cultural significance with iconic products that made the brand great and forever relevant.”
All in all, the denim masters are simply trying to say this: they’re the denim company equivalent of a hipster grandfather, still trendy despite breaching the ancient 143 year old mark. And that’s quite the achievement indeed.
