Levi's is going high fashion?!
Well, we now call old stuff "vintage" and sell it for more than it cost when it was new; so why can't Levi's be considered "high fashion?
My memories of Levi's will always be from my days in high school when the brand was at its peak of popularity. As teenage boys, my friends and I used to say, "If a girl can look good in a pair of Levi's, she can look good in anything!"
Regardless of their hip factor today, Levi's are still the most comfortable jeans to wear. They have also gained new credibility in my mind through a recently launched, socially responsible marketing campaign built around the care tag inside the jeans. The "Care Tag for Our Planet" campaign, in partnership with Goodwill, is designed to increase the life cycle of clothing while reducing the 23.8 billion pounds that end up in U.S. landfills each year.
The care tags inside Levi's jeans now say, "Machine wash cold, line dry when possible, and donate to Goodwill".
So go for it Levi's. Be socially responsible and high fashion. You've earned it!
