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Denim and Rock ‘n’ Roll

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Since the 50s, denim has often been linked to rock ‘n’ roll and teenage rebellion. From Elvis and the Beatles, iconic Rolling Stones and Bruce Springsteen album covers to Jon Bon Jovi rocking 80s double denim, the strong tie denim has with the music industry has remained to this day.

Two brands recently buddied up with bands on special collaborations to cement this link;
Last week, Levi’s® launched their new Men’s skinny fit jean with the help of U.S. rock band, The Gaslight Anthem. In conjunction with the 519 launch, Levi’s® is supporting the rapidly rising American rock band on their European tour that kicks off in October. The band will be wearing the 519 jeans throughout their tour and will also feature in Levis’® new campaign wearing the skinny jeans.

Another household name, Lee, joined forces with Mercury Prize winners, The XX to personalize their own on-stage denim jackets for their current tour. A limited number have been created for the band and their entourage to celebrate the current 2010 tour. The Lee Rider Jacket has been customized with their band’s ‘X’ on the back in tonal stitch and in white above the front pocket.

Music holds a strong place in the world of denim and these collaborations prove that this link is stronger than ever. Both show interesting innovative and marketing strategies. And a love of good music!

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