Levi's Courts Scandinavian Beats. Their Jeans, However, Still Suck

levissounds.png

We actually really dig this gritty promotion called Levi's Sounds, a collabo between Levi's and VICE, even if the object is pretty typical: To build brand awareness by conducting an open call for fledgling bands, all of which are seeking the opportunity of a lifetime (or at least the next six months). Participating countries include Norway, Sweden, Denmark, Iceland and Finland.

So if you're a Scandinavian band with some beats and a dream, join the contest. Submissions are all due by mid-August and the winner should be announced in November.

Winners can record a CD produced by Knut Schreiner of Turbonegro and released under NIGHTLINER, a sublabel that belongs to Universal. Oh yeah, you also get to do a Levi's ad campaign.

We suffer from a love/hate relationship with Levi's because its ads are so consistently stunning and their product remains consistently crappy.

by Angela Natividad    Jun-14-07   Click to Comment   
Topic: Promotions   

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Comments



Comments

Wha? Crappy? 501's are classic.

Posted by: Jamal on June 14, 2007 1:25 PM

Hey, I love my Levi's, what gives? Crappy? So's your face! (ZING!)

Posted by: Plumbercrack on June 14, 2007 1:29 PM

Why do you hate Levi's? It's pretty lame.

Posted by: Wild Bill Cock on June 14, 2007 1:32 PM

Why do you hate Levi's? It's pretty lame.

Posted by: Wild Bill Cock on June 14, 2007 1:32 PM

Dude, they just fit badly. And it's not a problem I invented; it's a California consensus.

Posted by: Angela on June 14, 2007 1:48 PM

I agree that Levi's in the US suck. Badly. But in Scandinavia they have completely different designs that look great and fit even better. (I'm speaking from experience -- I used to live in Oslo.) The American market just seems to be stuck in a style-less funk.

Posted by: Justin on June 14, 2007 2:46 PM

Maybe people in California just have oddly shaped backsides ... what with their heads up their asses and all ...

I keed, I keed ...

Posted by: Plumbercrack on June 14, 2007 4:46 PM

you're totally wrong about Levi's sucking. Look around, you are seeing a less of the denim de jour and a lot more Levi's. The truly hip folks these days aren't falling for the BS designer fads. And many other people are coming back to them.

Perhaps it isn't the jeans that suck...

Oh yeah, the creative is good too.

Posted by: skipjames on June 14, 2007 5:55 PM

you're totally wrong about Levi's sucking. Look around, you are seeing a less of the denim de jour and a lot more Levi's. The truly hip folks these days aren't falling for the BS designer fads. And many other people are coming back to them.

Perhaps it isn't the jeans that suck...

Oh yeah, the creative is good too.

Posted by: skipjames on June 14, 2007 5:55 PM

I think the point that's being missed, skip, is that this isn't a matter of what the "truly hip folks" are falling for. Because like I said, Levi's ads are amazing, and if this were just hype-ridden snobbery they'd hold their own just fine.

But yeah, however well-made and well-marketed they are, the cuts and colors suck. That's why they end up at Costco with wholesale piles of awkward Calvin Kleins from the early 90s.

Haven't tried a pair outside CA but I'm happy thinking they're awesome elsewhere. Hell, it would validate my love of their ads.

Posted by: Angela on June 14, 2007 8:00 PM

Maybe because it's because I'm a guy (but I am a gay guy), but I haven't bought anything other than Levi's in 10 years. They fit the best and best of all they wear the best. I'm the kind that wears the same jeans everyday, and other jeans aren't going to last like that. And come out looking perfect at the end. The best Levi's I ever bought were in California, btw.

Posted by: DC1974 on June 14, 2007 9:48 PM

Fair enough, DC.

Posted by: Angela on June 14, 2007 10:00 PM

I used to love my levi 501s.That was then.I think each country(perhaps even city) has their own needs.Its up to the Levi think tank to work out we want from them style wise.The levi jeans in england for example are completely different from what the US gets.

What they ought to be doing is, going out and asking people what their ideal pair of jeans would look like,feel like etc. based on their location ie country.This not rocket science.

Today,true religion,guess & diesel are jeans which appeal to me more.

Posted by: Mo on June 15, 2007 5:58 AM

Levis are awesome. And they're cheap.

Posted by: Mary on June 15, 2007 7:09 PM





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