Levi Strauss celebrates in style

The brand is ringing in the 140th anniversary of its first pair of jeans by partnering with Toronto's Drake Hotel on a special concert and gallery series.

Levi Strauss Canada is ringing in the 140th anniversary of its first-ever designed jeans, the 501brand, with a partnership with the Drake Hotel in Toronto.

The promotion is part of the brand’s broader “What’s Your Interpretation” campaign, which invited consumers from around the world to upload pictures of themselves in their 501s to Instagram using the hashtag “#501.”

Targeting adults over the age of 19, the brand will host a photo gallery at the Drake of people’s submissions throughout May. The hotel will also dish out special guest packages and host a “global style party,” which will coincide with parties in New York and Buenos Aires

The partnership also features a three-week concert series, including free performances by Canadian bands P.S. I Love You on May 9 and Reignwolf on May 16, as well as an invite-only show by The Sheepdogs on May 23. Consumers can enter for a chance to win tickets to The Sheepdogs’ concert by coming to the free shows in their 501s and either uploading a picture of themselves to Instagram or emailing it to the hotel.

Sonya Easterbrook, marketing specialist, Levi Strauss & Co. Canada, tells MiC the Drake Hotel was the ideal promotion partner because of its ties to art, music and culture, and because of the brand’s long-standing relationship with the hotel’s general store, which sells 501 jeans.

She says this type of promotion is a first for the brand, adding that it was important for Levi’s to come up with new ways for consumers to get involved for its 140th anniversary.