Levi’s launches first global creative platform - Go Forth

The Levi’s brand has introduced the first global creative platform and global marketing campaign in the brand’s 138-year history. “Go Forth” is informing everything the brand does, from marketing and merchandising to product and in store design. The first manifestation was a global integrated marketing campaign that launched across 24 countries and in 19 languages.

‘Go Forth,’ is a rally cry to create positive change in the world today, taps into modern consumer sentiment that these are not easy times, but they are our times - ‘Now is our time.’ Throughout the Levi’s brand’s history- from the youth cultural rebellion of the 50s and 60s, to the information technology revolution of the new millennium - Levi’s jeans have been the uniform of progress.

‘Go Forth’ pays homage to the brand’s heritage and celebrates today’s pioneers who are taking action to build a new and better future. The new global platform builds upon the brand’s successful 2009 and 2010 U.S. marketing campaigns and was informed by research from around the world that shows that the youth of today believe it is up to them to make the world a better place.

The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s jeans have become the most recognizable and imitated clothing in the world - capturing the imagination and loyalty of people for generations.

Today, the Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Their range of leading jeans wear and accessories is available in more than 110 countries, allowing individuals around the world to express their personal style.

Softlogic, one of the leading diversified conglomerates in Sri Lanka, as the authorized distributor for Levi’s operates three exclusive Levi’s stores at Dharmapala Mawatha, Colombo 3, Duplication Road Colombo 5 and K-Zone, Moratuwa.