The brand's modern jeans, which began to appear in the 1920s, were traditionally worn by workers, including cowboys and lumberjacks. Levi Strauss has now reinvented the idea of a craftworker.
The brand has recruited 18 craftsmen and craftswomen in London across sectors including art, music, performance and catering, to represent the brand.
The strategy has been devised by Exposure and will continue to be used as part of its marketing efforts. The London-based craftworkers include a set designer, Gary Card, singer/songwriter, Eoin O'Ruainigh and stylist, publisher, and founder of WAH Nails, Sharmadean Reid.
Levi's will use the 18 ambassadors as part of a marketing push to illustrate the reopening of its flagship store on Regent Street, London, on 31 March, following a redevelopment. This will include national print ads, rolling out this week, as well as outdoor ads across London, from 29 March.
Consumers will be able to follow the craftworkers via the brand's website, when the flagship store reopens.
At the beginning of 2009, Levi's introduced animated mascots called Bernie, Fingers and Hopper, as part of a pan-European campaign to mark the 10th anniversary of its engineered jeans.
However, net revenue in Europe fell to $266m for the third quarter of 2009, from $306m for the same period in 2008.