What's your type?

The new Levi’s Type 1 Jeans is finally revealed! After months of seeding campaigns, with their sights locked on getting the fancy of artworld’s pacesetters, Type 1 is all set to inspire. Definitely bold and definitely daring, the denim innovator once again resets the norms and revamps traditions with a defiant style that redefines your type.

Levi’s Type 1 carefully selected personalities that exude daring charisma and bold character. The final list of personalities lined up and dressed up for the occasion. Thick smoke covered the stage and the curtain slid unveiling the Type 1 personalities — clothes, style, attitude...very Type 1. Type 1 anti stereotypes feature fashion, entertainment and art’s most intriguing characters Epi Quizon gave a brief prologue before taking his shirt off. Warp’s Roland Pasyon laxly took the photos while striking poses with the tableau. Kiko Escora and Lotho displayed brazen confidence in perfect denim fits and finishes. Sandwich front man, Mark Abaya, stepped on the stage with an electric guitar in his clutches. Tim Yap reinvented himself, yet again, for Type 1. He stormed the stage "punked up," red star painted over his left eye with accessories that could drive metal detectors bleeping their batteries dry.

The introduction of the personalities may have been brief but the impact should leave a lasting impression. Different individuals each with their own distinct style. The new Levi’s Type 1 Jeans is all about making a statement and making it stand above the rest.

Consistent with the Levi’s brand’s commitment to self-expression, Palanca awardee Nerissa Guevara recited a few samples of her profound prose for a bit of insight before the grand spectacle. Levi Strauss Philippines, Inc. brand leader Steve Romasanta, fully-clad in Type 1 apparel welcomed the important guests. "Levi’s has always been in the forefront of denim fashion, and today, we are all excited to introduce the new blueprint in denim design — Type 1 Jeans," states Romasanta in his opening remark. "Join us as we celebrate the great things about wearing Levi’s jeans."

The remarkable media launch represented the Type 1 profile from invite to closing. Small bottles containing a blood-like substance for invites; a mini gallery of groundbreaking art that captivates the senses; a woman getting a tattoo, artists doing graffiti, the overwhelming buzz of the crowd eager for the much-awaited revelation; breakdancers, human beatboxes, and a superb performance from Artstrong complete the overall effect.

A presentation of the new Levi’s Type 1 television commercial followed shortly. The bold new concept introduces Japanese model and actor, Mitsuki Koga, wandering through a ghost town, evading and eventually confronting a mob of bizarre-looking characters.

It was a celebration indeed. Celebrating self-expression, celebrating individuality, and celebrating the bold new Levi’s Type 1 Jeans.