Levi’s® continues its multifaceted global brand campaign, ‘LIVE IN LEVI’S®’ with the launch of ‘WE ARE ORIGINAL’ - an invitation to everybody who is not just anybody, to live in the moment, connect with others and be true to themselves. This new campaign serves to engage and activate the vast global community of Levi’s® fans around their shared experiences. It is a platform to showcase their unique Levi’s® stories.

“The people who wear Levi’s® have always been the inspiration for our brand. The intention of this campaign is to celebrate how the world “Lives in Levi’s®’ by blending storytelling with social media on a global scale. As an advocate of originality and authenticity, ‘WE ARE ORIGINAL’ captures the collective power of diverse individuals and what it means to wear denim that is uniquely theirs. Levi’s® asserts denim leadership and cultural significance with iconic products that made the brand great and forever relevant,” commented Anitha Narayanan, Commercial Director of Levi Strauss Malaysia.

Own Products, Own Style, Own Customization and Own Wear

More than 140 years after inventing the blue jean, one thing is clear: Levi’s® has been loved and defined by the people who wear them - a blank canvas for self-expression, always original. The legacy of customization that began in 2015 is continued to empower people to express themselves in denim. The way they wear their 501® and the places they have taken, shape the jeans in unmistakable ways.

Cultural relevance of the most iconic number 501® is highlighted this season while a focus on varied, unique ways people can style own 501® positions the brand as more than casual wear. The Levi’s 501® Family is celebrated with updated assortments for both men and women from the classic 501® jeans to modern 501® CT and summer essential shorts to Trucker jackets and Western shirts. The Levi’s® 501® Family jeans are the ultimate icons; often imitated, never duplicated.

“On a broader scale, we hope this campaign invokes a sense of community by encouraging global participants to share their denim stories, but at the same time, inspire others to do the same,” concluded Anitha Narayanan. For more information, please visit www.levi.com.my .