The Chance to Redesign an Icon - Project 501(R)

The Chance to Redesign an Icon - Project 501(R)

LEVI'S(R) BRAND LAUNCHES COMMUNITY SITE THAT BRINGS THE WEINSTEIN COMPANY AND BRAVO'S PROJECT RUNWAY DESIGN CHALLENGE TO 'THE PEOPLE'

SAN FRANCISCO, Jan. 24 /PRNewswire/ -- As an extension of Levi's(R) partnership with The Weinstein Company, Miramax and Bravo's Project Runway, the brand launched a community site today called Project 501(R). The site, www.levi.com/project501, provides aspiring designers nationwide the unique opportunity to re-design a fashion icon - the Original 501(R) Jean - and allows non-designers to select and choose their favorite. Based on the results of the public's online voting, the winning design will be produced by Levi's(R) and sold exclusively on www.levi.com. In addition to the design from the online challenge, the winning design from last night's show is currently available for sale on www.levi.com.

The Original Levi's(R) 501(R) jean was the creative inspiration for challenge No. 9 in the fourth season of Project Runway. The challenge was introduced by Levi's(R) Senior Vice President of Design Caroline Calvin and Project Runway mentor Tim Gunn on the industrial docks of Brooklyn facing Manhattan. Calvin explained that Levi Strauss left from the Brooklyn dock in 1853 and headed to San Francisco, where in 1873 he created what has become one of the most popular and celebrated pieces of apparel in history-the blue jean. Calvin then challenged the show's contestants to create a design as creative, innovative and youthful in spirit as the 501(R).

"The 501(R) jean is probably the greatest piece of apparel every created. It has stood the test of time as one of the most versatile garments, and it made for a very a tough design challenge," said Tim Gunn of Project Runway.

"The 501(R) has been adopted and embraced by so many different cross sections of our culture. Each generation has made their own imprint on the 501(R). The young and talented designers of Project Runway offer up a fresh perspective on the original jean that truly started it all," offers Robert Cameron, Levi's(R) Vice President of Marketing.

Interested candidates can become a member of Project 501(R) at www.levi.com/project501 starting January 23, 2008 at 11 p.m. PST. Contestants may submit their designs online through February 6, 2008. Fans will be able to judge and vote for their favorite designs. Additionally, Levi's(R) designers will blog on the site to provide feedback and inspiration to the designs. The top 20 designs will be announced during the week of February 21, 2008. The final winner will be announced online during the week of February 28.

A full guerilla marketing campaign will accompany the site using rich online media, wild postings and even napkins in restaurants, bars and coffee shops. The guerilla campaign is strategically targeted around design centers in New York and Los Angeles such as the Fashion Institute of Technology, Parson's Design School and New York City's School of Visual Arts.

About Levi's(R)

Invented in 1873 by Levi Strauss, Levi's(R) jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's(R) jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world and continue to do so today through jeanswear innovation. Levi Strauss & Co. has been an innovation leader for more than 150 years. For more information about the Levi's(R) brand, its products and the Levi's(R) Stores, visit levi.com. For more information on Levi Strauss & Co., visit levistrauss.com.

About Project Runway

The fourth season of "Project Runway," set in the glamorous and rigorous world of New York's fashion industry, opens the door for fifteen budding designers to break into the fashion business. In what will prove to be the most exciting season yet, some of the biggest names in fashion, sports and design will guest star this season on "Runway."

"Project Runway" is co-produced by The Weinstein Company and Miramax Films. Magical Elves' Dan Cutforth and Jane Lipsitz ("Top Chef," Project Greenlight," "Last Comic Standing") and Rich Bye are executive producers. Klum is the host and executive producer and Desiree Gruber and Jane Cha of Full Picture are also executive producers. Barbara Schneeweiss oversees the production on behalf of The Weinstein Company.

Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been a NBC Cable Network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information visit www.bravotv.com.

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Source: Levi's

CONTACT: Melissa Ladines of Levi's(R) Brand, +1-212-704-3213,
Mladines@levi.com

Web site:

http://www.levi.com/
http://www.levi.com/project501
http://www.levistrauss.com/
http://www.bravotv.com/

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