LS&Co. Unzipped

John Hickey (not verified) - Jan 12 2012

Thanks Levi's great Ad campaign I saw it a bunch, always wondered were it went. Well I like the ads. And I also like the Brooks Brothers 148.00 jeans (made in the USA from imported fabric). Even better I LOVE the (made in USA from American denim for )178.00 501's I am wearing now. All you folks complaining about the price can do what you have been doing for the last 25 years...buying cheap jeans from the discount stores, or you can buck up and own a piece of AMERICAN HISTORY. Anyone ever hear of BIG E denim? Over the years in Japan people have been paying thousands sometimes twenty-five thousand or more for a pair of denim made by levi's 50-100 years ago. And the reason they would pay that? because someone way back when recognized a good product and paid hard earned money for it and took care of it. In other words next time you want jeans or shirts or whatever you need two choices: pony up the money and buy American or buy some cheap stuff and shut it!

Editor's note: Thanks, John. You clearly have a point of view! We appreciate your comment and your loyalty to the Levi's® brand.

Lauren (not verified) - Oct 02 2011

HI Levi's You have no updated this blog since June 2010.....what exactly was the intended outcome of your campaign? Your mission statement above promises assistance to the Braddock Community Center, but when you visit their website, they don't even list you as a contributor.... I've also visited the Urban Farm website, and although there is a great photo-op of the farm's site supervisor, when I click on "learn more about the partnership of Braddock Farms and Levi's" button....it just takes me back to this out-of-date page with your mission statement. The farm supervisor's blog on the project has also not been updated since last summer..... As someone who works professionally with Braddock's youth, I am curious where exactly the revitalization's effects can be seen? When I search online for the results of your campaign, I find this: http://ads.ak.facebook.com/ads/FacebookAds/Levi_Strauss_CaseStudy.pdf "Over the course of the Workwear campaign on Facebook, Levis saw the number of people who connected to its Facebook Page increase 35 percent. As a result of the nearly weeklong ad campaign, Levi’s saw its organic impressions soar by about 1,500 percent, suggesting that advertising on Facebook can trigger a big increase in “earned” media • The 40 percent-off offer on Facebook on one Workwear item drove a two-fold increase in traffic to levi.com within 15 minutes of the offer being posted Or... http://www.ifc.com/braddock/ Which promotes 5 promising links on the right side of the page to "volunteer your ideas," "exchange ideas," and "rebuild," but they link to national websites for corporations funded by other corporations, none of which are anything remotely specific to Braddock and how to help. Even when I typed-in "Braddock, PA," it only links me to "Too busy to volunteer? Sponsor a South African child online!" Do you have a study, a website, or something that could direct us to the results of your campaign besides Marshall Hart's blog?

Editor's note: Hi Lauren. Thanks for the tip. We did do another post on Braddock when Levi's® brand store managers volunteered there during a conference. You'll find it here. That said, I'll work to gather a recap of the Levi's® brand's work in Braddock and post it in the near future. Thanks again.

exs380 (not verified) - Jan 25 2011
Levi's - I would like to thank you for having this open dialogue with the public.

Ray Calleros (not verified) - Dec 17 2010
I've worked for LS&CO for 15 years and remeber when we were closing down factories. At that time i didn't realize the impact because I was a carless 19 year old just about to start college. Today I realize those tough decisions but countinue to be employed by this great company. I love both my jeans that were made in the US and those made in Mexico or anywhere else in the world. Unfortunately, we have lost those manufacturing jobs but countinue to create other different jobs and oppertunities in the US. I also had the pleasure of visiting Braddock along with 200 other collegues this October where we participated in different community projects around the town. Our company competes globally but our roots will forever be American!!!

J.R. GRAFF (not verified) - Dec 02 2010
I spent many a thanksgiving dinners in Braddock - N. Braddock to be specific -- as it was the place my late Grandmother, Lenora Bavolar, lived all her life. And still, at the age of 86, she was still proud to call it home. I remember coming out to her place in the summers and seeing Kennywood from her porch. As I got older and started getting interested in urban planning & development, I only saw Braddock and thought not "what is" but "what can be". Sadly, the beginning affects of Alzheimer's, known as dementia, began to take hold of my grandmother and one day without any time to mentally process the events, had to leave her house for assisted living care far from where she called "home". She had no form of closure. To Levi's, to the people of Braddock and Pittsburgh who work to renew and replenish, thank you so much for your efforts. Never look around and see what is, only look around and see what's possible. Much love to you all ...

steelpex (not verified) - Nov 30 2010
A beautiful as well as an honest campaign to reverse the ill fortunes of Braddock PA. I applaud Levi, the people of Braddock, PA and Mayor Fetterman, who was arrested this morning in Downtown Pgh for tresspassing on University of Pittsburgh Mecical Center (UPMC) property. He was protesting the lack of any progress by UPMC to satisfy a commitment to the community after closing down the stellar UPMC Braddock General Hospital earlier this year, leaving so many Mon Valley residents without adequate health care. He was hoping to speak with UPMC officials about the possibility of bringing an urgent care facility to Braddock. The public needs to know the plight of this community and hopefully, rally around it, to bring a new Bottom Dollar supermarket, and other amenities to Braddock.

Mike (not verified) - Nov 29 2010
Just wanted to contribute as another PAer here. I would love a greater selection of reasonably-priced (read - less than $148 a pair from Brooks Brothers) USA-made denim from Levi's. Particularly as the company has - not unreasonably in my opinion - struck upon a hometown USA/Americana marketing theme. Also kudos to the blog editor responding earnestly to the criticisms from other commenters.

Dani (not verified) - Nov 27 2010
The campaign is great. I love the images, cinematography, music and the sense that Braddock is a real place with real people trying to reinvent themselves. It hits all the right emotional buttons. FYI, Levi's is not a social service agency, government agency, a church, or the World Bank. Its a business that must compete with other brands. If Americans want businesses to manufacture goods in the USA, consumers must stop purchasing the cheapest (made in places with dreadful working conditions and slave wages) goods from Walmart and other big box stores. Those cheap Jeans that cost $12 at Costco are not so cheap after all. Look at the real cost of those Jeans and put your money where your mouth is. Know what your buying and know what the real cost is. We pay the full cost eventually. Brilliant campaign for a great brand.

Maggie (not verified) - Nov 26 2010
I'm surprised by all of the negative comments. This is a win-win situation for Braddock AND Levi's. Levi's is giving Braddock a powerful tool: publicity! It's a shame that people don't realize the power of publicity. People are slowly moving to Braddock from other areas of the country because they heard about Braddock via publicity. Quit being so negative. Braddock is on the map due to he publicity efforts of Fetterman and companies like Levi's willing to partner with Braddock for publicity. .

Sarah (not verified) - Nov 25 2010

I view the Braddock PA commercial as nothing but a steaming pile of hypocrisy, and a marketing ploy to make Levis look 'concerned' with the abandoned manufacturing base in this country. I won't buy anything not manufactured in the U.S.A. Neither will people in my family.

Editor's note: Sarah, thanks for your comment. I admire your dedication to U.S.-made products. As noted elsewhere on this blog, we do make some of our premium product in the United States, and we continue to look for ways to produce additional product in the U.S. -- at a price consumers are willing to pay. For those interested, Brooks Brothers offers a line of Levi's made in the U.S. Also, our Filson and Pendleton product is U.S.-made.

gwen egan (not verified) - Nov 25 2010

this is totally trite, but where did you find the bunny berigan version of the 7 dwarfs' song "heigh ho". i don't have it on any of my albums & would really like to know the source. i just heard it today (thanksgiving).

Editor's note: Hi Gwen, and thanks for writing. It's a great song -- and a version I hadn't heard until seeing the spot. I did an Internet search and found it on an imported Bunny Berigan compilation from 2008, "I Can't Get Started." I spotted it on CD Universe, but there may be other online retailers who have it.

Brittany (not verified) - Nov 20 2010

I agree with a lot of the comments posted here. Braddock is in its current state because American companies by and large stopped making products in America. Reinvention is great, but it would be even better if Levi's were helping with that reinvention. What about helping Braddock residents with business plans, or helping the kids learn about technology?

Editor's note: Thanks, Brittany, for the comment. I know we're working with Braddock Farms, which is educating youth interns and others about sustainable agriculture. That said, I'll pass along your comment to those in the Levi's brand who are involved with our efforts in Braddock. Thank you, again!

LittleRiver (not verified) - Nov 16 2010
I must be the last person in America to view the Levi/Braddock campaign. I just wish I could find a pair of jeans that feel like you don't want to wear anything else. They don't feel like Levis from back in the day....nothing does. If you want to help a town...build a factory in Braddock. Give us a choice to buy American jeans. Thanks

Owen Wagner (not verified) - Nov 01 2010
I may be echoing sentiments left on preceding postings but I think its worth stating that perhaps the most helpful thing Levi's could do would be to move more of its manufacturing back to the US. In town like Braddock, PA where unemployment continues to be high, the arrival of new jobs would be a welcome shift. Granted wages are lower in Mexico where I believe much of production has shifted but lower costs, if and when passed onto consumers, don't reflect the true cost of the product, factoring in heightened unemployment in the US. Levi's are a premium brand and I think most consumers would be willing to pay a few additional dollars for their jeans to ensure they are made in the US. Likewise US workers have proven willing to accepts wages that are lower than they have been in the past in this tough economic client.

dmeyer412 (not verified) - Oct 28 2010
i live in the next town over north versailles pa, since i was a little kid i would and still drive threw braddock and if you look around it was haunting because you see the ghost of a town that used to be there.. i think it is great that they are revamping the city across the river the "waterfront" is now a great place.. i cannot wait to see the outcome of this campaign

John (not verified) - Oct 26 2010
I live in Southwestern Pa... I grew in in and near the Mon Valley where Braddock is located. It was one huge steel mill from Brownsville all the way to Pittsburgh...at least 30 miles. Now it is a war zone, third world. I dont even go near that area anymore for fear of being shot at. The only people living there now are drug addicts ,old people and poor who dont have any way of leaving. Go to the Braddock website and visualize what this looks like x30 miles....and go to the 'ruins gallery' http://15104.cc/history/ If Levis cares about Braddock...then why not put a store and relocate a factory there?

Rog (not verified) - Oct 24 2010
If you want Levi's and other manufacturing jobs back in the US..... 1. Quit buying outsourced products even though they are much cheaper. 2. Quit expecting assembly line-non skilled jobs at $20/hr with benefits like they do on AMERICAN made cars. The steel and coal unions priced themselves out of their jobs too. People in other countries feel privileged to have jobs, no inconvenienced. Levi's moved out of the US because the American consumer doesn't care where the jeans were made when their wallets are involved.

Annie (not verified) - Oct 22 2010
Like many of the otherbloggers, I too grew up in Braddock and was born in the hospital there. I'm not totally sure what Levis is truly doing FOR Braddock. I don't believe we need the accept the "changing global reality". Who says that this is the reality and why could reality not change again? Also, Levis says that because it sells it's product in many different countries that it should also make their product in places other than America. This does not make sense. I hope that Braddock, someday soon, can return to it's former glory where a child could walk by themself to the 5 & Dime and workers had quality jobs available. Thank you.

Paul, Braddock PA 15104 (not verified) - Oct 22 2010
I don't want to sound ungrateful, but I do have to agree that what this borough needs more than anything is more local jobs. The loss of UPMC Braddock (where I worked until the day before it closed and I got transfered) was a heavy blow to an already fragile financial system. Add the recent scandal and theft of borough money and it becomes even harder. I appreciate what Levi is doing with the monetary aid for the community center and farm, as well as the publicity with the ad campaign. However, I do have to agree with what most are saying. What this community I have come to call home needs is assistance that creates jobs. I would urge anyone who supports and wants to see the revitalization of Braddock to help Mayor John. The best way we can currently I believe is to contact businesses and tell them to consider adding jobs to Braddock. Current and past residents, workers, and people with family here can make their voice heard and show that America as well as Braddock cares and wants our jobs to stay here and to have American companies put jobs back into American town that desperately need them, like my Home.........Braddock, Pennsylvania 15104

Pgh Native (not verified) - Oct 21 2010
My mother was born and raised in Braddock. I was born in Braddock Hospital, and grew up in Pittsburgh, too. I remember in the 70's, seeing each steel mill go on strike, and then be shut down for good. I never understood how people could watch it happen up the street, and think the same economics didn't apply to them. I kept wishing, hoping that one of the mills would finally get smart and realize that the economics just didn't work any more. I hope that those hardy souls who are stil in Braddock have some of that original spirit that settled the community. It sounds like they do. Pittsburgh became a great town through pure hard work. As the town grew in the 20's, 30's and 40's, people poured themselves into their labors. We worked hard, and companies were proud to have plants there because we produced high quality goods at a good pace. But somewhere along the way we lost sight of reinvesting. Steel companies bled all of the 'value' out of the plants- they waited so long to reinvest in the plant that it wasn't economically viable to update the facilities any more. Workers demanded higher and higher wages- they left no profit for the mill, to preserve their own futures. In farming, it's called "eating your seed corn". In American manufacturing, ... well, it feels like much the same. To those who blame Levi's- I ask: Are you wiling to work in a textile mill for 1/2 the current union wage? Or will you pay 2-4x the price for your jeans? One side or the other (cost to manufacture, or price to sell) has to be adjusted. So far, we vote with our feet at WalMart. I wish the residents of Braddock all the best. I hope that this process inspires Levis to invest a bit more in the country that helped them become a successful global brand. And I hope the people here are willing to invest of themselves to build great companies again.

G (not verified) - Oct 21 2010
For all the negative comments, what are you doing to help the Mayor and the City of Braddock?

Jim (not verified) - Oct 21 2010

My interest in Levi's operations was piqued after a profile of your Marketing Chief, Jaime Cohen Szulc, in Hub Magazine. Let me say that I think of Levi's as a quintessential American brand, which is why I am disheartened when I take my Levi's jeans out of my closet, look at the iconic red and tan label at the waist, read "Levi Strauss & Co. San Francisco, CA" right above "Patented in U.S. May 20, 1873" and then peer inside at the care label and see "Made in Cambodia". A factory in Braddock would restore the "Made in U.S.A." marque to its rightful place and renew this customer's faith in a brand he cherishes, but I guess that wouldn't be competitive of you. The phrase "to stay competitive" is the equivalent of a 6 year-old saying "we'll he did it too". So when A-Rod admitted to using steroids, was he "staying competitive". Levi's is a privately held company can't you set your own rules? If your product is that good, then maybe people would pay a premium. If made in America would all your jeans cost $148 like the ones you are making with Brooks Brothers? Say what you will about American Apparel and their $40 tissue-thin t-shirts, at least they're true to their name. The Braddock marketing campaign is a commodification of it's blue-collar, working-class aesthetic that has somehow become romantic and quaint. People can see right through that, you have to give them more credit.

Swissvale native (not verified) - Oct 17 2010
Coming from the town just outside of braddock, swissvale where i grew up playing and hangen out at the old community center goin to the old hospital when injured it was sum place special when my dad worked for the steel mills i think it good ppl like to help out those in need and braddock really needs it now theres always ppl and of course big companies that see dispar and decay and say hey heres a place we cant stamp our name and maybe spend some money to make some money thats y companies have marketing campaigns to market there product so i believe levi is doin the same but at the same time i think they really think there gonna do good wich i think they will so kudos for helping a little town in my big city thanks levi but i think braddock had made the early steps in the right direction to change there town and wit or wit out levi they would reach there goal like others have commented they need job opp not a new community center so good luck to braddock all the ppl of pittsburgh and good luck to levi

malinda (not verified) - Oct 09 2010
As someone who loves Braddock and would support whatever they choose to do, I find Levi's marketing campaign. highly offensive. I don't need to restate all the previous comments that I agree with. the lighthearted "thanks for your comments, gee it is a complicated subject" are even more offensive. Do you really think you are celebrating American workers? seriously. it is a marketing campaign designed to touch a cord with us to get us to buy clothes made in another country. provide any type of sustainable employment in Braddock and let the news report on what you do. that should be your campaign. when someone else tells me your good story and celebrates your workers, then I will buy your product.

Greg15104 (not verified) - Oct 05 2010
Thank you, Levis. I was born, educated and raised in Braddock. My mother lived there until she died in the house my grandfather built. As I viewed your videos tears filled my eyes. Some were tears of despair for what once was; some tears of pride for the Braddock spirit. Although I now live far away, I still proudly proclaim Braddock as my home and hope to one day see it start to return to its former glory. Outsourcing jobs to foreign markets is only one part of the problem. A few miles outside of town is the Great Valley shopping center one of the first shopping center in the area and the Eastland Shopping center which I beleive was the first covered "shopping mall" in the US. I noticed that their openings led to many of the stores in Braddock no longer being patronized by the locals. A few years after these the Monroeville Mall's opening drove a few more nails into Braddock's cofffin. So let' not just take the easy path and blame big business. Let's look in the mirror and ask ourselves if we contributed to Braddock's (and other rust belt town's) demise. Did we quit going to the Capital and Paramount theaters to drive up to the mall's multiplex? Did we stop buying our food at Alexanders to go to the new Giant Eagle on Route 30? John Doone the poet wrote: No man is an island, Entire of itself. Each is a piece of the continent, A part of the main. If a clod be washed away by the sea, Europe is the less. As well as if a promontory were. As well as if a manner of thine own Or of thine friend's were. Each man's death diminishes me, For I am involved in mankind. Therefore, send not to know For whom the bell tolls, It tolls for thee. Remember that when we buy our shoes at Wallmart instead of Ponzi's.

braddock resident (not verified) - Oct 04 2010
What a lot of people don't realize is that Levi's did not use models in making these ads these are real people I personally know most of them and they are shown where the really work and live doing the work that they do on a daily basis. The farmer in the video runs the farm and if you drive down Braddock Ave you will see him doing exactly what he is doing in the ad every day. These people are real and are not actors this is where we live and this is where we work and if it takes a multi billion dollar company to come in and give us some attention and to help us with our efforts to revive our community then I am okay with that. We are making a difference here and its only getting better!

Jonny (not verified) - Sep 30 2010

I am a person that has always had a certain level of understanding when it came to outsourcing manufacturing. I subscribed to the idea that as long as the US can produce the ideas that fuel global manufacturing, we will be alright. However, there are going to be a significant number of people that aren't going to be alright. The type of people that either don't have the confidence or determination or fill in the blank to be an entrepreneur and create a business that will bring in the money of the idea people. These are the people that need the jobs that a Levi's factory provides. I know it is an anecdotal example, but take a look at what Maglite (http://www.npr.org/templates/story/story.php?storyId=130197557) is doing. If only you (Levi's) could be more like them. You say it is much more complex than that, and you're right - it is now that you've made the commitment to outsource those manufacturing jobs instead of making the commitment to produce jeans in America. We need science to step up and create that time machine to convince these American company execs to commit to the American worker even if it cuts into their profit margin.

Editor's note: Hi Johnny. Thanks for your comment and for contributing to the dialogue.

Anon (not verified) - Sep 28 2010

First, as a former marketing major, I wanted to say that I enjoyed the Braddock commercial. We need more uplifting, can-do, let's get to work spirited commercials to counter the rancorous, negative atmosphere emanating from our news networks and politicians. Your commercial reminds me of the ads done in the recession-era late 70s/early 80s, which combined an advertisement with a positive uplifting message. So, kudos to that. Also, kudos for replying to these blog messages individually--that takes a lot of "chutzpah" (as Levi himself would have said). After reading your corporate replies I wanted to respond myself. First, while this American consumer is happy that you produce at least some of your items in the US, I understand the challenges of manufacturing and selling your jeans at competitive prices, forcing you to produce items abroad. I think most Americans "get it" too. However, highlighting that you are US headquartered is simply not a winning argument for me and a lot of Americans. For example, Nike is headquartered up the I-5 but it's not like there's a big shoe factory in Eugene, OR! While America is now a service-based economy and probably will never regain its manufacturing prowess, perhaps your efforts in Braddock could be better suited to support education for future job creation. Since your company has now connected itself to the town, even unintentionally from a PR perspective, perhaps your efforts should be less on building a community center (though a noble gesture) and more focused to educate the local populace in business skills, fashion design, etc. What America needs in the future is to ensure that our next generation is filled with top brains leading our American companies--otherwise the next generation of marketing and ad gurus, fashion experts, PR executives, etc who will be selling your brand, one of the most American of American companies--will be based in Bangalore and Shanghai. And there is no guarantee that Levi's HQ staff won't be dwindled as talented foreigners can do white-collar jobs as well as your San Francisco senior management. There's no guarantee that 80% of your corporate office won't be located across the Pacific in 20 years. Globalization is good, but America is falling behind the world. If you really want to help "Braddock," as a symbol of America's struggles in the 21st Century, I'd recommend you focus on making sure Braddock is a competitive example for building back our cities and helping to ensuring its citizenry are competitive for good jobs in the 21st Century. If this means that Braddock has 5 local boutique clothing designers on main street selling locally made jeans, next to 10 non-chain restaurants serving quality local food due to a Levi's supported farm, next to an office where a locally managed social media firm is hired to promote Levi's website, all located in a safe and vibrant downtown--that sounds like a good 21st C story to me. However, if you limit yourself to a community center and some reduced priced local produce, then I feel like you are actually taking advantage of a distressed town and working with a PR-obsessed mayor to sell some jeans. And, in my view, your attempts at an uplifting message may in fact backfire. I'll be watching your efforts Levi Strauss, with the hope to buy your jeans in the future, but in the meanwhile I will happily pay a premium for high quality stylish USA made jeans...by one of your competitors. (No offense, but your USA made jeans at Brooks Brothers are not stylish--and this is coming from someone who has a Brooks Brothers credit card!)

Editor's note: First off, “anon,” thanks for taking the time and effort to write your message. You raise a lot of interesting, thought-provoking points.

Thanks, too, for giving us credit where you thought it was due in terms of the Braddock-focused marketing campaign.

As the brand looked for a way to “celebrate workers” as part of its Go Forth campaign, Braddock – and the efforts of many people there – presented an intriguing, authentic opportunity. We knew we’d be criticized, but we’re not above learning from the lively dialogue and debate that has resulted.

I’ve shared your comment with the leaders of the Levi’s® brand.

And yes, keep watching us. I trust you'll find a reason to buy our jeans along the way.

Fishbone61 (not verified) - Sep 26 2010

Levi, you are as bad as the Steel Mills it is all about the bottom dollar, Yes you market Jeans in 110 countries, but where are most of them bought? I am guessing the majority are bought in America, so you take our money for your head quarters, have the work done cheap and pocket the rest?? Sounds like the Mills to me.

Editor's note: Thanks for your comment. It's a bit more complicated than how you've laid it out here, but there's probably little I can say to change your mind. 

SFH (not verified) - Sep 22 2010

I will buy Levi's forever IF Levi's makes some in Braddock! Yes!

Editor's note: Thanks for your comment, SFH. We understand your sentiment. At the same time, as we’ve noted elsewhere here, we do continue to produce some jeans in the United States -- and in 44 other countries. (It's worth noting, too, that we market our jeans in 110 countries.) The competitive reality of the industry means that most apparel is produced outside the United Sates.

Carlton Perry (not verified) - Sep 21 2010

FIXING A COMMUITY CENTER IS WORTHLESS. JOBS ARE WHAT BRADDOCK NEEDS.

Editor’s note: Thanks for your comment, Carlton. Our campaign is not just about fixing a community center in one small town. It’s about celebrating the pioneering spirit of workers everywhere. We focused on Braddock because it has such a compelling story of re-invention. We can’t fix the challenges the people of Braddock face, but the work underway there deserves attention – and that attention may, in some way, help its re-invention. We’re proud to partner with Mayor Fetterman and others toward that end.

Kay Andrews (not verified) - Sep 21 2010

I appreciate Levi supporting Braddock. It is a shame what has happened to thousands of small towns across the country. Not many are lucky enough to have a dedicated Mayor (or other person) like John Fetterman who must struggle every day to make tiny improvements. I do agree with those who complain about jobs being moved overseas. I wish all the items we purchase were made here but the reality is different. We all buy clothing and many other items made in third world countries. And the reason this has happened is because we won't pay the price of items made here. How much are you willing to pay for a pair of jeans? Twice as much? Three times as much? Not many, I'm sure. And think if this happened with all the items we purchase daily!

Editor’s note: Kay, thanks for your thoughts. We appreciate your taking the time to comment on the original post and the other comments here.

Pittsburgh Girl (not verified) - Sep 21 2010

We in SW PA are so thrilled that you find our poverty & grit so hip, so "now". Oh. And to answer your question - YES! Braddock is the new frontier. The new frontier of third world America. So yinz in the rest of these great states get ready as such beautiful, bleak post-industrial streetscapes and abandoned buildings are coming soon near you. You see, we are the on the vanguard of what "outsourcing" does to a community. We paved the way for irreversible unemployment and the subsequent cultural meltdown in the 80's when Reagan opened the steel markets. So this is you in thirty years! Enjoy and be sure to teach the kids how to grow their own food and jimmy locks. It will come in handy. I am so glad that the ad agency hipsters think that we are just that cool. I hope that in the next installment you highlight the epidemic prevalence of suicide and drug addiction in our parts. Cheers!

Editor's note: Hi Pittsburgh Girl, and thanks for your comment. The goal of our marketing campaign wasn’t to focus on what happened in Braddock, but what is happening now -- people working together to turn the community around and restore some of its luster. We’re proud to be a part of that.

aj lipinski (not verified) - Sep 02 2010

Dear Levis, When you shut down your last American plant, I wrote and called to voice my objection. Everyone I had contact at Levis said the same thing, American made isn't profitable anymore and will never be again. So I pledged to NEVER BUY LEVIS AGAIN and I haven't. My father was born and raised near Braddock, guess what his mother did for a living? My grandmother worked at a shirt factory for over 40 years. And guess what, all of those factories are gone! These Braddock ads are insulting to the American worker. Well Levis can't supply the jobs, but Levis can bring the pants!!

Editor's note: AJ, thanks for your comment. If you read my reply to Megan below, you know our response. As I told her, the competitive reality of this industry means that most apparel is produced outside the U.S. As you look in the marketplace for other blue jeans, I hope you'll keep this in mind. I think you'll be hard pressed to find competitively priced denim of Levi's® brand quality produced in the States. Our company was founded in the U.S. and remains headquartered here. We're quite proud of that fact and of the jobs we create -- both directly and indirectly -- throughout the country, and around the world.

shea vaughn (not verified) - Aug 28 2010

i loved this experience, it was so amazing...!!! the photograph above, is of my husband and I. and the whole shoot, all he could think about was experiencing this with me and being able to model in one of his favorite cars! heh.. [...] we loved [the] phtographers . it was so fun working with them; my husband and i had technically finished our shoot when we realized that everyone was still shooting us saying, "you guys are just so magical; i could photograph you all day long!" so on him and i went, day dreaming and flirting. plus the money we made from the whole thing was a nice "stress - reliever".. one thing we did with the money, was buy a dog, whom we named levi strauss(-vaughn), =) for our daughter's first birthday. thank you [to everyone involved] and to Joe for stopping us to come to the casting call.. and of course thank you Levi!!!

Editor's note: Thanks, Shea! What a great comment! I will pass it along to those involved with the shoot. By the way, I edited your comment to remove some of the proper names. 

Steve Yoder (not verified) - Aug 17 2010
What an inspiring Mayor! Just saw him on The Colbert Report. Braddock has every reason to be proud of what lies ahead; with leadership like that, the future can only be bright! Good luck and God bless all you Braddock folk!

john sparks (not verified) - Aug 17 2010

Is it correct that the " Made in USA" levi's for Brook's brothers don't actually use USA denim ?

Editor's note: Hi John. Thanks for the question. Nothing to hide here. Yes, the materials used in producing these jeans are imported. We mentioned this in the  LS&Co. Unzipped post when the line was launched and, also, in our news release. And if you visit the Brooks Brothers website, you'll also see the words, "of imported fabric," placed prominently on the main Levi's® collection page -- albeit in smaller type than, "Made in the USA."

joe w (not verified) - Aug 11 2010
I used to live right outside this place I had to drive home from work around 3 in the morning. This place is rough I used to run red lights and stop signs for fear that I would get mugged. this wasn't some fear of bad people in bad places that was unwarranted due to rumors and media hype. but rather due to the fact that on two occassions while stopped my car got surrounded and I was forced to stomp the gas for fear of my life. this town has much history and hard working people left to fend for themselves due to industry wide budget cuts. they are forced into poverty with no hopes of future employment or enough money to feed their families. so much history lies in this area and it needs to be tapped into and ressurected to help establish a more sustainable economy for the people who have fought hard to survive here. It inspires me that someone has taken notice of the magnitude of future possibilities of this small dying town.

Megan Sheehan (not verified) - Aug 06 2010

A real show of support for this country would to bring Levis jobs back to the United States and to actually make your jeans -- which you tout as being an emblem of "Americana" -- truly American. I actually find the ad insulting, since it is the mass exodus of jobs to other countries that is the reason, in part, for the demise of our economy.

Editor's note: Thanks, Megan, for your comment. We are a proud American company, headquartered for more than 155 years in San Francisco. We do continue to produce some premium products in the United States. (Perhaps you saw our recent announcement with Brooks Brothers.) The competitive reality of the global apparel business means that most apparel for the entire industry is produced outside the United States. Additionally, we sell our products in 110 countries around the world, so we need our production to be as global as our business. To the extent we can partner with the people of Braddock, we're proud to do so. I appreciate your reading the blog, Megan, and for weighing in with your thoughts.

Joe (not verified) - Jul 12 2010
Levi's' commitment to "refurbish" Braddock's community center, along with its "support" (financial? moral?) of the urban farm is nice, but is that enough from a company that promotes itself as the embodiment of Americana? The city is struggling not because it lacks a community center. It struggles because in Braddock, like so much of America, industry has moved to countries where cheap labor is easily exploited and left entire towns and cities without sustainable work. To truely live up to the grand image the Go Forth campaign creates, why not bring manufacturing jobs back to the US? Why not put a Levi's factory in Braddock? Why not show Stefan Sagmeister's work in Braddock, rather than New York? Levi's creates a nice-looking commercial, sure, but do they mean what they say? Are they the pioneers, committed to America, it's people, and their communities? I don't think so. So while the use of Wagner's music is uplifting, the thrill that maybe the situation of Braddock and countless like it is changeable is ultimately fleeting, and in its place is left that heavy feeling in your chest that comes with unemployment and being lied to so often. As this campaign progresses, we should all search the tags of our denim to see where the garment was made, and based on what we find there - namely, evidence of Levi's commitment to employing the American working class, or the lack thereof - should we build our commitment for this iconic label.

Tracy (not verified) - Jul 09 2010
Great news! I was born in the recently closed Braddock hospital. So was every member of my family and most of my Pgh friends and their parents. John Fetterman is truly a blessing to the town! Thank You to Levi's for noticing a lost town and helping to begin bringing Braddock back to its glory.

Sam (not verified) - Jun 27 2010

I heard that the new "we are all workers" campaign has exciting installations by renowned Stephan Sagmeister and his designers...true???

Editor's note: You’ve heard correctly! Designer Stefan Sagmeister IS working on what I hear are some very cool art installation pieces. They will live in New York and, of course, Levi's® hometown of San Francisco. Each piece is unique, and Stefan built them exclusively for this campaign. Timing: later this summer. So keep your eyes peeled — and let us know if you see them!