In 2010, Levi’s was launching its new Workwear range of clothing during a time of recession in America. To highlight Levi’s pioneering spirit, the campaign brought the real, ambitious rebuilding efforts of the citizens of a rundown old steel town, Braddock, PA, to life. By rolling up its sleeves and joining in with the town’s efforts, Levi’s authentically showcased its Workwear range – worn by Braddock citizens – and showed all of us that there are pioneering frontiers to be found everywhere, no matter who we areor where we live.
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