To attend the event, attendees just had to show up in Levi's jeans.
On Tuesday (Aug. 5), Levi's hosted a free concert at New York's Brooklyn Bridge Park that featured two of the year’s hottest bands: Haim and Sleigh Bells. The event kicked off the new Live in Levi's branding campaign which focuses on shared experiences, i.e. concerts. The only requirement was that attendees come clad in Levi's jeans.
Around 1,700 people lined up and filtered into the park for the show, which had both bands play for about an hour each. "The Wire," Haim's popular hit from 2013's album Days Are Gone, had everyone dancing and singing along, including Tanlines, Delta Spirit and Ra Ra Riot, who hung out in the crowd.
The evening was also a chance for the artists to flex their fashion sense. Sleigh Bells' Alexis Krauss rocked custom-made vintage 501 cut-offs with black leather pockets over lace tights, a get-up that, when paired with a white crop top and blacket leather jacket, perfectly captured the punk-rock edge she's known for. Bandmate Derek Edward Miller wore a camo printed t-shirt and skinny 510 jeans that he described as having a "Def Leppard vibe."
Haim, the Los Angeles band of sisters Danielle, Este and Alana Haim, is known for its effortlessly cool style. A quick survey revealed that everything the girls were wearing was their own – including chelsea boots and denim jackets that they'd plucked from vintage stores in the San Fernando Valley.
"Thrift stores are always packed with old Levi's gear," Alana Haim said. The band's youngest member was also sporting the ultimate where-did-you-get-that piece: A vintage Queen Latifah t-shirt with the words "Black Reign" on the back, a nod to the rapper's 1993 album. She knows what she has: "Oh, please, it's my favorite shirt and for what it is, it was super f–ckin' cheap."
For some, the evening was a little too brand-centric. Fans who didn't wear the company's jeans were turned away, and those who got in had to watch a Levi's commercial before the show. Inside, a large wooden board offered spaces for guests to fill in the blanks after "I ____ in Levi's," with room for Twitter handles as credit. "Twerk," "Bathe," and "Get Crunk," were among the more creative – and appropriate – answers.
We asked Alexis Krauss if there were any music festival style trends she hated. "Ass cleavage," she said, referring to cheeky, underwear-style shorts that are so ubiquitous on this summer's festival circuit. "No disrespect if you've got a killer body, it's just a little much. Let's embrace pants again.”
Like, say, a pair of Levi's.