Levi’s and Warhol, marketing american icons
Apparel maker Levi’s is about to launch the Andy Warhol Factory X line hoping to attract young (and wealthy) customers. The new collection will be presented next week in Las Vegas, and will include $250 jeans and $300 jackets. The LA Times explains in 1984 Levi’s commissioned Warhol to create art for its “501 Blues” ad campaign. Quoted in the article, Joel Wachs, president of the Andy Warhol Foundation for the Visual Arts in New York, commented:
“Levi is synonymous with American culture in the same way that Warhol is. Levi is an iconic brand and Andy Warhol is an iconic artist.”
I don’t know if this is going to work, but it looks like a smart commercial partnership. Warhol was a commercial artist when he was alive and he continues to be successful even after death. Too bad he cannot enjoy the money.
