And so to Levi’s, dear readers, which, according to its own blurb, has been “celebrating rugged individuality and self-expression since 1873” with its jeans worn by rebels and mavericks of all stripes, everywhere.
Well, not quite. By the mid-1970s David Dundas – the Harrow educated son of the 3rd Marquess of Zetland – was doing his level best to make denim decidedly “uncool” by “pulling on his blue jeans”.
Interestingly, it is this not-so-golden era which Levi’s is aiming to recapture with a new campaign. ‘Fresh’ by Stink Rising director Netti Hurley is inspired by the original Levi’s 1970s Fresh Produce collection, and showcases a new line of sustainably dyed clothing and accessories in vibrant colourways, designed for both men and women, it says here.
According to one report: “Levi’s Fresh playfully expresses a collection in pastel hues like lavender, green, pink and yellow designed to be worn in monochromatic looks from head to toe, but with great versatility to mix and match to give it your own style.
“Part of Fresh’s DNA is the use of dyes derived from natural sources such as madder root extract and natural indigo, as well as other agricultural by-products, food waste, and minerals such as natural clays, carbonates, and oxides, all of which were specially formulated to require fewer resources, offering an innovative and sustainable dye result.”
Apparently, the dyes in the collection have a minimum of 50% vegetable or mineral content; well, we wouldn’t expect anything less.
So, do you get the gist?
The campaign features a series of 15-second vignettes with people of all ages “enjoying life in their Levi’s; capturing everyday moments full of energy, vitality, and freshness”.
But that’s not all. “The films authentically convey the fun and easy-going nature of the famous brand. Encompassing style, comfort and sustainability, the campaign highlights that every moment can be a fresh moment, with individuals showcasing the numerous ways to wear the collection; Levi’s ‘Fresh’ allows you to choose your own story.
“Filmed in Los Angeles, the bright sunshine paired with vibrant colourways and 70s aesthetic expertly conveys the 70s style inspiration behind the collection. With accompanying music played via a cassette tape, Hurley’s attention to detail has helped to achieve the feeling of a 1970s summer.”
Levi’s Strauss & Co chief product officer Karyn Hillman seems chuffed: “We are excited to debut our Levi’s Fresh collection, a vibrant mix of super soft tees, fleece, and denim made with natural dyes and water saving techniques.
“Taking inspiration from our archives, we infused each piece with youthful energy borrowed from the original ‘70s Levi’s Fresh Produce line. It’s a fun, plant and mineral based, planet friendly collection rooted in essentials and infinitely covetable.”
So, what is the consensus around the Decision Marketing office?
Well, our first impression is that the 1970s look way better in California than they were in GB (Grim Britain), where we suffered Bernard Manning, Ted Heath, endless strikes from every quarter – first the miners, then Ford workers, then lorry drivers, then council workers and finally NHS staff all walked out – and the rise of the National Front.
Over in LA, if this campaign is to be believed, everyone was having far more fun, chilling out on long hot summer days or pootling along on their skateboards and bikes, listening to cassettes on their Sony Walkmans.
To be fair, the ads aren’t bad, even though they are rather economical with the truth. (According to the book Los Angeles in the 1970s: Weird Scenes Inside the Goldmine, the decade was marked by the Manson murders, rampant inflation and recession. The city of glitz and glamour became the city of smog and traffic, a cultural and environmental wasteland. Just saying.)
But rebels and mavericks of all stripes? Nowhere to be seen.
Decision Marketing Adometer: A “no sign of a rebel yell” 7 out of 10
