I have always had a lot of respect for Levi's as a company, created by Levi Strauss, immigrant to America, blue jeans were initially birthed for workmen. the shop itself was born in 1853.
They don't try and be different, they don't try and change denim into some sort of high fashion item, even when they collaborated with Junya Watanabe the items produced still stuck to the brands general motif, to produce wearable, good quality denim.
Just a lately you can't open a magazine or jump on a tube without seeing the Levi's craftwork ad campaign. The campaign is based on the 'mend and make-do' feel left over from the peak of the recession and ties in to the brands routes of craftsmanship. All of the models in ad's are working in some form of creative industry, these including designers, illustrators and songwriters.
Personally, I like to pretend they're all my friends.