Levi dENiZEN ‘Fighting Spirit’ brings the action. The denim line was originally launched by Levi’s in 2010 with dENiZEN meaning, "inhabitant -- belonging to a community of family and friend." It is no wonder its ‘We Are Explorers’ campaign is taking on various communities around the world.
In this advertisement created by JWT Shanghai the line examines China using Kung Fu fighting and a rare weaving dance. The video that captures a humorous fight for the ‘Fighting Spirit’ jeans.
Though the jeans may not carry the magical powers and ass-kicking abilities portrayed in the video, they have the ability to make you fashionable. The actual jeans are a skinny fit available for both men and women. They are given an added vintage feel through there sword slashing rips. The brand's produces are only currently available in China, India, Mexico, Pakistan, Singapore and the United States.
Kicking Kung-Fu Jeans
Levi dENiZEN ‘Fighting Spirit’ Edition Denim Cuts the Competitio
Trend Themes
1. Denim Innovation - The Levi dENiZEN 'Fighting Spirit' jeans showcase a unique blend of fashion and martial arts, presenting an opportunity for disruptive innovation in the denim industry.
2. Global Campaigns - The 'We Are Explorers' campaign by Levi dENiZEN demonstrates the potential for disruptive innovation in the advertising industry through the use of culturally themed advertisements that resonate with different communities worldwide.
3. Vintage Inspired Fashion - The vintage feel and sword slashing rips of Levi dENiZEN 'Fighting Spirit' jeans highlight a trend for disruptive innovation in the fashion industry by combining modern designs with nostalgic elements.
Industry Implications
1. Fashion Retail - The Levi dENiZEN 'Fighting Spirit' jeans present an opportunity for disruptive innovation within the fashion retail industry by offering unique and culturally-inspired denim designs targeting specific markets.
2. Textile Manufacturing - The production of Levi dENiZEN 'Fighting Spirit' jeans involves innovative techniques such as rare weaving dance, indicating potential for disruptive innovation in the textile manufacturing industry by exploring new methods of fabric production.
3. Global Advertising - The 'We Are Explorers' campaign by Levi dENiZEN showcases the potential for disruptive innovation in the global advertising industry by creating culturally relevant advertisements that engage diverse communities.