Of course, there's also the most quintessential American brand of them all: Levi's. Levi's too has seen a grand resurgence in its market presence of late. If there's one overarching theme that connects all three of these brands, it's that they've reconnected with their core archetype. No longer are they trying to be all things to all people, or are they trying to chase trends. They are embracing what gave them their start and realizing that, until the end of days, this is always how their customer base will most recognize them.
Levi's is about as American a brand as Coca-Cola or Ford. It has a history that stretches back over 150 years. In that time it has come to signify a few key things as a brand, many of which it shares with core American values. It is a blue-collar clothing item, a garment for the every man. It stands for basic, rugged, no frills and being willing to get your hands dirty. It is tough and reliable. It is America. The Go Forth Ad Campaign, which it's been flexing for the past couple of years, has realigned itself with these core values, and as a result, the brand may be the strongest it's ever been.
The one editorial piece that I enjoyed the most from this weekends Men's Fashion issue was a story about Jay Carroll of www.onetrippass.com and Mordechai Rubinstein of www.mistermort.com. The two West Coasties spend their days traveling around in a beat-up pick up truck raiding flea markets and resale shops in search of Inspiration Americana, and in turn use their finds to help Levi's "regain some of its frontier mystique" as the article puts. I want to dedicate an entire Allure column to Levi's tomorrow, so without going further into things, I invite you to read the article for yourself: NYTimes | Highway Stars.
Until tomorrow my fashion forward friends.
— Joshua P. Ferguson