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Loosen up, celebrate life

Posted by: Phat Mama, 10-Sep-2008

My partner thinks the world of Levi’s® 501®. But I just threw out his last pair on Monday this week because it's so badly frayed at the hemline. He doesn't know yet and I bet every sen in your pocket that he will freak out. I'm not worried though because I have a plan. I'm going to whip out some money from his wallet and say: "Here, go get yourself a new 501. That should do the trick. And what a coincidence too because Levi’s® recently launched a global campaign to celebrate its iconic Levi’s® 501® jeans. This will justify him getting a new pair.

A lot of money must have been spent on this Live Unbuttoned campaign. Jim Ficus, the award-winning advertising and editorial photographer, was engaged to shoot sexy shots of five talents dressed in "unbuttoned" Levi’s® 501® jeans for its print ads. At the same time Levi’s® went all out with a series of advertising that included, among others, TV commercials, prints and outdoor ads.

I guess no one will forget Levi’s® jeans, campaign or no campaign. I mean, they have been around since 1873 when they were first introduced by Levi Strauss & Co. Classified as "authentic", Levi’s® jeans are worn by people from more than 110 countries. And a lot of clothing companies have imitated this product over time.

To celebrate the campaign, which is all about breaking free of "conventions and inhibitions" as Levi’s® puts it, a songwriting contest called I'm A Musician was organized. The event in Kuala Lumpur was opened to Malaysians between ages 17 and 28. The winners, whose songs will be added to Levi’s® compilation album, were announced at a party held at dance club Rumms KL.

Celebrities at the event looking hot in their favorite Levi’s® 501® jeans.

The night saw many famous local faces like DJ Goldfish, Jonathan Putra, Aishah Sinclair, Awal Ashaari, Jojo Struys and Nita.All these celebrities came in their favorite Levi’s® 501® jeans themed with Levi’s® Fall/Winter Collection 2008.

Henry Golding and Rina Omar.

In conjunction with the campaign, Levi’s® also introduced its jeans button covers, its latest innovation. These button covers allow customization of your 501® jeans, which sort of give you, added identity. They are available at selected Levi’s® Boutiques from September onwards.

I can't wait to see how this button looks on my partner's new 501®.