Selling jeans is a tricky business. In a market swamped by competition and with a product unable to speak for itself in terms of quality or unique value, you’re left only with branding. Seeking authenticity as a metaphor for its brand, Levi’s is seeking to attach itself to creative people who get their hands dirty for a living in influential cities around the world. Copenhagen? Well that’s T...

Selling jeans is a tricky business. In a market swamped by competition and with a product unable to speak for itself in terms of quality or unique value, you’re left only with branding. Seeking authenticity as a metaphor for its brand, Levi’s is seeking to attach itself to creative people who get their hands dirty for a living in influential cities around the world. Copenhagen? Well that’s The Wrenchmonkees of course. It’s going to make you want to build a bike more than it’s going to make you need a pair of jeans though.