Over the past few years it seems that more and more companies are incorporating bicycles into ad campaigns and into products. The latest example I witnessed was large and impressive - part of a huge window display on Lexington Avenue in NYC.
In "modern" history Levi's have traditionally been associated more with fashion than function (greasers, mods, rockers, hippies, etc. have all been loyal purchasers) but it appears that their commuter line has function as a driving principle. "Function" is a tag word in their campaign.
Examples of utility include:
- a loop for a u-lock
- water/dirt resistant fabric
- antimicrobial fabric
- reflective material
- high rise back
- reinforced crotch
I myself am not a huge fan of denim and am troubled with just wearing it to "hang out" in. It is too heavy and hot for my taste and riding a bike causes one to generate heat so I just don't get the concept. I can imagine that denim would assist with skin protection in the case of a fall.
Fans of denim are welcome to comment, especially if people have bought any items from the Levi's line. And if someone from Levi's reads this post and wants to try to change my mind about denim, feel free to contact us and I'd be happy to "rock them" and provide a review.