Levi's seeks global fit for 501 jeans

07/18/2008 | Wall Street Journal (free content), The

Levi Strauss is banking on the worldwide popularity of straight-leg jeans by revamping its signature button-fly 501 jeans to offer the same fit in the 110 countries where they are sold. The move is being accompanied by Levi's first worldwide ad campaign -- "Live Unbuttoned" -- from Bartle Bogle Hegarty.

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Wall Street Journal (free content), The

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