THE LEVI’S® BRAND DEBUTS 2012 GO FORTH™ GLOBAL MARKETING CAMPAIGN

“This is a Pair of Levi’s®” Celebrates Refined and Tailored Look
of Fall/Winter 2012 Collection

MANILA, PHILIPPINES (September 20, 2012) – Today, the Levi’s® brand (www.levi.com) unveiled its 2012 Go Forth™ global marketing campaign. The spotlight of this year’s marketing initiative is the Levi’s® brand’s new Fall/Winter 2012 global collection, which features a refined and tailored look made for those who get dressed each morning with purpose.

The 2012 campaign is titled “This is a pair of Levi’s®.” The centerpiece of the global campaign is a 60-second film directed by Lance Acord that depicts individuals putting on their Levi’s® jeans in the morning and preparing to face the day. We watch them as they button their jeans, tuck in their shirts, get on their cars or bikes, and head out the door, all the while repeating the mantra “You're the next living leader of the world. You’re gonna be great, you’re gonna be great, you’re gonna be great.” They are teachers, they are musicians, they are interns and public servants, they are young but they are determined, and they believe in changing the world by getting up every day and living their life with purpose and intent.

“As pioneers in this industry, our task is not only to set the trend and design new clothes, but we also try to inject inspiration that every day, we dress up and try to make more sense or be worthy in whatever we do. The brand wants to empower millions of people to pursue their goals, aspirations, passions. Innately we think, by wearing a pair of Levi’s ® jeans, anything is possible.” said John Medalla, Country Head of Levi Strauss Philippines, Inc. “This campaign is designed to ignite a new generation of pioneers to believe in the Levi’s® brand as much as we believe in them.”, said Mary Alderete, Global Vice President of Levi’s® Brand Marketing. “

Levi’s® Go Forth™ 2012 Global Brand Marketing Campaign

Go Forth™ continues to be a strong platform that embodies the pioneering spirit and intrinsic values of the Levi’s® brand,” said Len Peltier, Global Vice President of Creative for the

Levi’s® brand. “From a creative approach, we wanted to be culturally relevant while also making the product more central to the brand narrative. Our intent is to disrupt what people think they know about the Levi’s® brand and redefine that with unexpected product stories and a more refined styling point of view. Each story is a confident statement – “This is a pair of Levi’s®.”

The campaign also takes inspiration from the Levi’s® brand’s pioneering spirit. The taglines featured in the outdoor, digital and print advertising, such as “Cut with Grace,” and “Tailored for the Young and Hungry,” capture the dynamic potential of this generation and are meant to speak to the young leaders of the world who are pioneers in their own right. The images in the creative feature the Levi’s® Fall/Winter 2012 collection and head-to-toe look in action, as captured by photographer Christian Weber.

“Levi Strauss Philippines is committed to bring the pioneering spirit of Go Forth™ with the biggest creative collaboration of the year. Levi’s® tapped into the brilliant minds of young movers and shakers of this generation. Creating a partnership and believing in their talents and aspirations make them the new leaders who will mold this generation.” said Gec Alcid - Cajucom, Marketing Manager of Levi Strauss Philippines Inc. 

Featuring the works of: Eric Delos Santos, Maureen Disini, Sassa Jimenez, Jeffrey Rogador, Charina Sarte (Designers), Alyanna Martinez, Bang Pineda, Sidney Yap (Stylists), Bj Pascual (Photographer ), Leeroy New (Visual Artist) , David Guison and Patricia Prieto (Bloggers) and Callum David (Music).

Celebrate Go Forth™ and start a pioneering spirit in all of us. Engage each moment to make the world a better place.

Levi’s® Fall/Winter 2012 Collection

The new 2012 Fall/Winter collection is made for those who get dressed each morning with purpose, with the intention and optimism to make a positive difference in the world.

The men’s collection offers classic, yet contemporary head-to-toe looks built around refined styles with sharp clean aesthetics, tailored to perfection. The key trend for men this season is the taper - a flattering fit that sits below the waist, slouchy at the top and featuring an extended rise and a slim tailored leg.   

The overall style of the women’s collection is classic and refined with a clean, tailored aesthetic and pronounced femininity. The key pant silhouette for women this season is the Bootcut Skinny, which the Levi’s® brand has completely reinvented. Cut with grace and

confidence and inspired by the skinny jean, this season will see a new take on this classic style – a sexy, modern skinny fit making you forever think differently about the Bootcut.

In addition to the Bootcut Skinny, the brand is launching a feminine tailored dress collection. These tastefully crafted garments give a subtle nod to the idea of femininity but thoughtfully leave it up for interpretation. The Levi’s® Dress Collection includes several new denim and non-denim dress styles in a variety of fabrications including light, effortless knits, cotton-linen, soft chambrays and a sustainable, coated Lyocell fabric. 

As part of Levi Strauss & Co.’s profits through principles approach, sustainability is embedded throughout the collection with the use of the Water<Less^TM finishing process playing a prominent role this season.

ABOUT THE LEVI’S®BRAND

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.

ABOUT LEVI STRAUSS & CO.

Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear.  The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, and Denizen® brands.  Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of more than 2,300 franchised and company-operated stores.  Levi Strauss & Co.’s reported fiscal 2011 net revenues were $4.8 billion.  For more information, go to http://levistrauss.com.