Why Levi’s is looking to its musical roots to drive relevance for young consumers

Levi’s is attempting to recruit millennials via a new tie up with the Victoria & Albert Museum that sees the denim retailer launch a global community-based music project to prove its relevance among young consumers.
The 163 year-old company wants to demonstrate its “authentic” voice in an increasingly competitive fashion landscape and has teamed with the V&A for both an exhibition at the museum that explores the culture of rebellion through music and its influence on fa