Levi’s® + Critical Mass get men and women in gear in Pakistan

Levi Strauss & Co.
August 31, 2016

Levi’s® is hitting the roads in Pakistan to showcase the intersection of fashion, feminism and an eco-friendly lifestyle.
The brand is partnering with Critical Mass – an international movement of biking enthusiasts – for Wheels of Change, an initiative in Lahore, Pakistan promoting the benefits of the bicycle. Not only is biking good for the body and the environment, but it can make an empowering statement in an area where women may feel less than welcome in public spaces.
“For Levi’s® this initiative is about bringing in focus a community of people where men and women get together to cycle around Lahore and break any stigmas related to women cycling on the streets,” said Hammad Sohail, Marketing Manager at Levi Strauss Pakistan. “More women would ride if they felt safer and more confident, and had an organized group to join.”
Cyclists are also putting the Levi’s® Commuter™ collection in motion – exemplifying easy riding in style.
Wheels of Change brings both men and women together to build a strong and supportive community around biking. Group members, a mix of students and professionals from diverse backgrounds who share a progressive perspective and an appreciation for healthy activity, get together on the weekends for wheeled explorations of Lahore.
“Cycling in itself is a very healthy activity,” Critical Mass member Ahmed Muzamil said. “I am glad to be able to bring this project in the limelight because it will garner the right attention and give people an idea of how this community works together to make it safe and fun for cyclists to ride around Lahore or anywhere.”
Member Aneeqa Ali says women in this space need to set aside past experiences and stereotypes, and reclaim the roads.
“I think we are our worst enemy. We have got a real mind-set issue that we need to work on,” she said. “Women have had it the hard way and this community is all about breaking that stigma, allowing all women to reclaim their rights and enjoy as much as any man would.”