The video above outlines the story of an iconic brand birthed by forty-nine square miles called San Francisco. And while there is no reason to doubt the accuracy of this video, or the fact that at the core Levi’s is a brand with positive values, not every local San Franciscan knows what Levi’s stands for in the present day, let alone throughout the company’s history–so we took to the streets of SF to ask people how they feel about their Levi’s, and how they feel the brand impacts the world we live in.
(editor’s note: we ask people about the brands they are wearing or the brands they love, we don’t go out on the street with specific brands in mind that we want to learn about).
Jim, a 31-year-old living in San Francisco told us “they [Levi’s] are probably good for San Francisco because they are local, but that is probably it”. While not such a resounding endorsement, Jim was still sporting his Levi’s so, he apparently enjoys them.
We also caught up with 32-year-old lawyer, Greg. He had the following to say about Levi’s brand,
“I haven’t seen anything recently, but I know in the past Levi’s has had something to do with the AIDS walk or something to do with Africa. Maybe something to do with feeding the world, something like that. Not in recent days though. I cannot remember the last time I saw anything.”
Obviously, Greg is not the foremost expert on Levi’s social responsibility efforts, but here at Brand on the Street, we try to understand what the “everyday person” thinks, as that is their truth.
Many people we have spoken with on the street describe Levi’s as a symbol of durability, though nothing is 100% all the time. We meet up with Gloria, a 29-year-old haircutter from San Francisco. She says this about the brand, “Levi’s I always think of as durable, but I don’t actually think of this pair [the one she was wearing] as that durable. I was hoping to get four or five years out of them”.
Despite the varying opinions we heard from our random selection of people on the street one thing is for sure; San Franciscan’s appreciate their hometown hero for all sorts of reasons.
Finally we caught up with Chris, a 32-year-old freelancer from Oakland. Chris loves his Levi’s because they fit right in all the right places, “A lot of other jeans I try just don’t fit right. I have kind of a flat ass so…”.
If the anyone over at Levi’s is reading this, you should be proud of how you are serving the “flat-assed” souls among us!