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Levi’s Boosts Awareness in a Big Way with Giant-Sized 501 Jeans

Images courtesy Levi's

There’s size XL, XXL and even XXXL, but there aren’t enough “X’s” for these Levi Strauss & Co. 501 Jeans that measure 12 feet tall — nearly 5X larger than the average pair. The oversized denim will be on display in five malls around the country through May 20, and members of Levi’s Red Tab loyalty program who show a picture of themselves with the jeans can get 40% off a pair of regular price (and regular size) jeans.

“We wanted to create a symbol that would increase consideration for Levi’s stores,” said Danny Rosenberg, Director of U.S. Retail Marketing at Levi’s in a statement. “So we set out to make the largest pair of our iconic 501 jeans, and I’m proud to say mission accomplished. We’re eager to see consumers get joy from interacting with them, snap their pictures, and welcome them to our beautiful stores while getting them fitted in their perfect denim-on-denim outfit.”

The Giant Jeans are on display at:

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  • Levi’s Brickell City Center in Miami;
  • Levi’s 5th and Broadway in Nashville, Tenn.;
  • Levi’s Victoria Gardens in Rancho Cucamonga, Calif.;
  • Levi’s Easton Town Center in Columbus, Ohio; and
  • Levi’s Ala Moana in Honolulu.

Every aspect of the Levi’s Giant Jean is authentic to the original 501 design, including the stitched bow-shaped Arcuate on the back pockets, the five-button fly, leather patch and shrink-to-fit fabric. While an average pair of 501’s uses approximately 1.5 yards of denim and weighs about two pounds, these Paul Bunyan-esque pants use 15 yards of denim and weigh nearly 20 pounds.

They were created in Levi’s Eureka Innovation Lab by a team led by Carmen Deng, a veteran apparel technician who has been with the company for 18 years. From cutting the denim and creating the pattern to heaving it through a traditional sewing machine, the creation tested both Deng’s ingenuity and strength. “I was honored to work on such a fun project and can’t wait to see our customers interact with these larger-than-life jeans,” said Deng in a statement. “This is definitely one of the most memorable items I’ve created.”

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