May 24, 2018 | By Lourdes Linares
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Returning to Broadway this week, the ground-breaking musical Hair is partnering with iconic denim leader, Levi’s® brand, to create authentic looks for the cast’s key costumes. The Levi’s® brand set the precedent for style in the free-spirited 1960’s, so featuring Levi’s® jeans as the predominant look worn by the cast of Hair is an authentic fit. In addition to working closely with Hair costume designer Michael McDonald, the Levi’s® brand is celebrating Hair’s triumphant return to Broadway by sponsoring the show.
In order to channel the eccentric bohemian style of the 1960’s, costume designer Michael McDonald looked to Levi’s® extensive archive of vintage denim. Based on his research, McDonald chose to work with products deeply rooted in Levi’s® heritage including the Levi’s® Original 501® straight leg jean (featured in a wash appropriately named “Acid Trip”); the 527® Low Rise Boot Fit; vintage, Reissued Bell Bottoms; 511® Skinny Jeans and Capital E Hesher Boot jeans. This denim spectrum of Levi’s® jeans will be prominently featured on both male and female cast members to help create an incredibly authentic look and feel for the production.
Throughout history, the Levi’s® brand has been embraced by the counter-culture and encouraged individuals to live their lives freely without conforming to society’s expectations and constraints. The heart and soul of Hair is based on these ideals and for more than four decades after the show’s original premier, are as relevant as ever. It is this ideological synergy that makes the Levi’s® brand’s partnership with Hair such a logical and natural fit.
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