Sunday, March 6, 2011

Levi’s Jeans and Braddock, PA: another marketing tool puts the abandoned city into view

Levi’s, the deeply red, white & blue jeans company, is reinventing what the modern-day American pioneer looks like. In their recent ad series, their “go forth to work” mantra now applies to making crumbling, dilapidated US cities such as Braddock, Pennsylvania live and breathe again.

Similar to the “we put our boots on and went exploring” ads of Palladium Boots that I wrote about in Urban Renewal and Designer Shoes, Levi’s is bringing attention to the town of Braddock. Not that the town’s mayor, John Fetterman, hasn’t been doing his fare share of re-popularizing the once-prosperous city.