So how does an iconic fashion brand such as Levis manage to stay relevant? Especially after one hundred plus years.

Some would state that its apparel is timeless and that’s the reason for such a success. And while there is little room to argue that, we believe there are other reasons.

A couple of weeks ago, Levis announced another extension to their “Go Forth” campaign designed by Widen + Kennedy. Instead of doing traditional ads that center on beautiful models and fashionable clothing, Levis will shift the focus to a struggling American town that reflects todays’ current situation where a once booming town tries to piece a community and neighborhood back together.

The brand hopes to shine a light on Braddock Pennsylvania and capture the real essence of truly “going forth” by helping to rebuilding a small town that embodies the true spirit of hope.

Now some sceptics will say that this is another big company PR stunt trying to cash in on the whole cause-related marketing craze. But you have to give Levis credit for such a daring move as the brand will donate more than a million dollars to rebuild this area.

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