A week ago or so I came across a gentleman on the street who was wearing a denim shirt with the words 'Levi's Loves Local' emblazoned on the back. Natually, I was intrigued especially that the word 'local' forms an integral part of South African black dialect. I didn't stop to ask him about his shirt but after some online research I have been enlightened to the fact that this is a new campaign embarked upon by Levi's to celebrate South Africa, and its recent successes. This is a new range by Levi's in collaboration with local illustrators who were chosen to interpret the theme Levi's Loves Local for Levi's South Africa.
Levi's has done extensive work in South Africa pertaining to Corporate Social Responsibility, therefore this new venture is only but an extension of their CSR initiative and giving back to the community. The range includes hoodies, sweaters, belts, caps and bodywear. And is available now from Levi's stores and selected Markham Stores.
PG: Man to man, generation to generation.