Photo courtesy of commerical-archive.com. Photographed by Simon Harsent. 

Earlier this week PSFK’s Orly Sharaby wrote about Levis new Laser Etched Jeans released in Japan. The advertisementsshow heavily tattooed models wearing tattooed jeans. BBH Tokyo created the campaign and is smart to focus on the popularity of tattoos (Miami Ink) and consumers’ growing desire for individual, personal touches.

Levis is definitely hip to the youth market. A good example is their collaboration with Bravo’s Project Runway. Their limited edition dress sold out in less than 24 hours and can now be found selling for more than twice the cost on eBay.

Riding the wave of popularity from their partnership with Project Runway. Levis developed the Project 501 Design Challenge. A design challenge in which anyone can submit designs online, the public votes online, and the winner’s design will be produced and sold online.

It’s great to see Levis, an iconic company doing such a great job of understanding the consumer, I just hope they bring those Laser Etched Jeans to Miami.