Levi’s Relaunches Orange Tab with Magazine, Radio Station and Festival
This summer Levi’s Vintage Clothing travels back in time to the year of 1972 with a refreshing, creative and engaging media campaign to mark the relaunch of the Orange Tab. Launched on August 14 and continuing till the end of the year, the “1972” experience features three main happenings; an August 1972 edition of the Zipper Magazine, live broadcasting of the KLVC Orange Tab Radio station and the one-day Party In Your Pants festival held on August 17 high up in the hills of Topanga Canyon near Los Angeles. Although it all may seem like something dug out of the Levi’s archives it is in fact an all new campaign; just like the garments it’s all simply authentic replications of the past.
The Zipper Magazine takes you back to the good old days, when music magazines were the bibles for the church of rock ‘n’ roll delivered to your mailbox once a month. It is a real magazine, but the content is purely made up. All of the people and events featured in the magazine were dreamt up by the twisted and obsessed minds of the Levi’s marketing department. Have a look for yourself here.
KLVC Orange Tab Radio is a 1970’s radio station resurrected by Levi’s Vintage Clothing. Programming is based on American popular music from the 60s and early 70s, with period-perfect DJ hosts, talk segments, commercials and station announcements. KLVC can be streamed online 24-hour a day, but it will come to life in a series of in-store installations, events and promotional activations throughout the US. Listen to KLVC here.
On August 17 KLVC presents the free Party In Your Pants one-day festival featuring some of today’s finest musicians paying tribute to the sound of the early 70s. The lineup includes Dawes playing The Band, Chevy Metal playing The Rolling Stones, Jonathan Wilson and Friends playing The Grateful Dead and many more. So if you’re in LA don’t miss out on this one. And if like most of us you’re not, you can still stream it online.
Visit levisvintageclothing.com to learn more.