Imagine walking down one of the small Melbourne laneways… and you look up to see a sky full of Levi jeans. They’re pegged across the buildings like washing in an Italian alley gone mad!
You’re not imagining it. It did actually happen – and the jeans were being given away for free, much to the delight of passers-by.
The free jeans were in honour of the Levi’s launch party that was held on Wednesday. It was a fantastic introduction to the launch: basically you could grab any pair of jeans or jacket you liked and hope that they were in your size! Manchester Lane was absolute bedlam when the public realised what was happening – it was literally raining jeans and pegs.
Levi jeans takeover Melbourne Laneways
The launch was held at Shebeen, and once you’d grabbed a pair of jeans guests were welcomed inside to the party. Levi’s even supplied a ‘customisation’ booth, where you could pick bits and bobs to add to your denim.
There was also some dangerously delicious ‘happy juice’, served in happy cups. Once the place was pumping and everyone had had their fill of happy juice, we got to hear a performance by Calling All Cars.
Levi’s could not have pulled off a better launch. The night was a roaring success, from the unbelievable start right to the very end. I can’t wait to shop in-store for the new collection.
Now I’m off to wear my new black skinny jeans.