LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Jul 06 2011

Go Forth, Around the World

One of the best parts of leading the global Levi’s® brand is immersing myself in the spirit of young people around the world. Youthful optimism and energy are at the core of this brand’s DNA.

Throughout the brand’s history, Levi’s® jeans have been the uniform of progress. Think about it. Our jeans were born in 1873, when young pioneers were pushing boundaries and creating new lives. In the 1930s, we broke ground creating the first line of denim exclusively for women. We were there in the cultural rebellion of the 1950s and 60s and again in the information technology revolution of the new millennium.

Our rally cry is, “Go Forth.” A marketing idea, to be sure, but I see it as much more than that. It’s a call to create positive change in the world.

More than ever, the world needs people with a pioneering spirit who still believe that anything is possible. These are not easy times – far from it. But they are our times.

Now is our time.

You’ll hear more from us on this topic in the weeks ahead. I’m excited about what we’ll be sharing, but I’m even more excited about how the spirit of “Now is our time” manifests itself as we take this message around the world in the brand’s first-ever global marketing campaign.

For now, I leave you with a few, inspiring words of poet Charles Bukowski, whose complete poem, “The Laughing Heart, will be a part of our campaign:

there is a light somewhere.
it may not be much light but
it beats the darkness.

Posted By: Robert Hanson, President, Global Levi's® Brand

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