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Orange Tab PIYP Recap
1. PUBLIC RELATIONS MEDIA REPORT
LEVI’S® VINTAGE CLOTHING: ORANGE TAB
To:
Levi’s® XX
From: Paul + Williams
Re:
Following is a status report reflecting the Levi’s Vintage Clothing launch of Orange Tab and
Party in Your Pants.
Date: August 28, 2013
_____________________________________________________________________________________
EVENT SUMMARY:
In celebration of the re-launch of Levi’s® Vintage Clothing Orange Tab, Levi’s® XX planned a weekend in
Los Angeles to familiarize media and the public with the collection. As part of the launch, Levi’s® XX
design director Miles Johnson met with local Los Angeles, European, Japanese, and American media at
the Levi’s® Haus throughout the day on August 15th and 16th to walk them through the history of Orange
Tab and the current collection. Josh Katz, Global Marketing Director of Levi’s® XX, was on hand to discuss
Orange Tab initiatives including KLVC Radio and Zipper Magazine with media. The meetings at the Haus
included Orange Tab media fittings and culminated in a 1972-themed cocktail party on the evening of
Friday, August 16th. Fondue, 1970s hors d’oeuvres, and Harvey Wallbangers were served while one of the
KLVC Radio DJs provided the music.
On Saturday, August 17th, Levi’s® XX held Party in Your Pants, a music festival in Topanga Canyon with
contemporary bands playing songs from the 1970s. The bands performing included Jonathan Wilson and
Friends playing the Grateful Dead, Dawes playing The Band, Chevy Metal (with special guest Dave Grohl)
playing The Rolling Stones, Matt Sweeney and Friends playing a 1970s variety, Jonathan Rice and Friends
playing Gram Parsons and The Flying Burrito Brothers, and the CSN Experience with Woodstock Mud
playing Crosby, Stills, & Nash. Guests arrived at the venue by bus and were able to watch the shows while
enjoying drinks and snacks from vendors around the venue. Cult Gaia provided flower crowns to festival
goers, and there were plenty of psychedelic activities around the property including a tie-dying station and
a giant game of Twister.
P+W coordinated a group of six national American media attendees for the weekend from GQ, Esquire,
Esquire The Big Black Book, Glamour, Elle, and Complex. All of the media in attendees enjoyed the festival
and were excited to get a better understanding of Orange Tab.
Below is a full list of North American media attendees, including local Los Angeles media, along with
clippings of all Orange Tab launch/Party in Your Pants coverage in print, online, and through social media.
2. NORTH AMERICAN MEDIA ATTENDEES
Anthem Magazine and The Northern Post - Dustin Beatty
Aquarium Drunkard - Justin Gage
C Magazine - Elizabeth Varnell
Champagne and Heels - Hellin Kay
Complex - Soo-Young Kim
Elle - Lauren Levinson
Esquire - Nic Screws
Esquire The Big Black Book - Ben Setiawan
Esquire TV - Jonas Bell Pasht
Extra - Kristen Rossi Fascett
Fast Company - Ari Karpel
Glamour - Becky Malinsky
GQ - Mark Anthony Green
Huffington Post - Max Padilla
InsideHook - Reuben Brody
LA Confidential - Alexis Johnson
LA I’m Yours - Kyle Fitzpatrick
LA Record - Daiana Feuer
Los Angeles Times - Adam Tschorn
Materialology - Daniel Antonio
Men’s File - Gabe Sullivan
PopSugar - Lindsay Miller
PopSugar - Meg Cuna
Tomboy Style - Lizzie Garrett Mettler
The Fox is Black - Bobby Solomon
Range - Jeanine Pesce
Rolling Stone - Emily Zemler
UrbanDaddy - Monica Terry
Valet. - Cory Ohlendorf
Vanity Fair - Marissa Eisele
Who What Wear - Laurie Trott
