The move is reportedly part of a brand initiative to boost the flagging image of its classic 501 jeans.
Levi’s is Korea’s leading jeans brand in terms of sales. However, a source at BBDO said they wanted to reinvigorate the Levi’s brand making it more fashionable and a symbol of youth culture.
The source added that revitalision was necessary to target the 18 to 24 demographic.
