Personally, I think the attempted association of a certain type of blue cloth with living an incredible life of freedom (to fuck shit up) demonstrates beautifully why this industry is disliked by so many.
“We’re in touch with all corners of the world and want to be sensitive about what’s going on in the U.K. and, specifically, London,” said Rebecca Van Dyck, global chief marketing officer of Levi’s, noting that the brand continues to monitor the situation. “While ‘Go Forth’ is about embodying the energy and events of our time, it is not about any specific movement or political theme; rather, it’s about pioneering spirit.”
Excuse me while I vomit.
An enormous corporation suggests, by undeserved association, that its products lead to a way of being that it thinks will appeal to people who might buy said products. Sure, people have done cool things in the past whilst wearing Levi’s, but the connection between the two is not one of cause and effect.
People do great things wearing many items of clothing (and sometimes no clothing). People do stupid and pathetic things while wearing Levi’s. All the company and agency are doing is stealing what they consider to be ‘cool’ in order to sell more jeans – Nothing more, nothing less.
And now we can see how empty it all is: hundreds of thousands spent on shooting a model in Levi’s going up against riot police rings really hollow today. The guy now looks like any one of the arseholes who have been ruining London over the last week.
Wear Levis and embody his ‘pioneering spirit’? Incredibly enough, I’m going to pass.