The oldest jeans company in the world has a plan to battle in the competitive denim world. Levi's is looking to sell more jeans to women, and the company has called on Alicia Keys as their new brand ambassador.
Levi's have updated their female line to match the "comfort factor." The update also includes larger back pockets and new branding. According to NYT, the new Levi's Lot 711 to 721 is 20 to 40 percent stretch, and the new 710s are 50 to 90 percent stretch.
Keys was an avid Levi's rocker while growing up in New York City. She admits to experimenting with a lot of other brands but declares, "I always found my way back."
"It's so much better because the stretch is really comfortable," she said about the new Levi's jeans. "You don't have to lie on the bed to get them up. You know, I'm a very shapely woman, and often a lot of fashion does not seem to celebrate a shapely woman. But that courtesy should be present in everything we wear."
Keys will appear in a video made for TV and movie theaters as well as digital, which features a song entitled "28,000" (the number of days in an average life) from her coming album. Print ads will also feature emerging indie musicians like Ryn Weaver and the French-Cuban sisters the Ibeyi twins.