In addition to working closely with "Hair" costume designer Michael McDonald, Levi's said it is celebrating the musical's return to Broadway by sponsoring the show.
"The Levi's brand is excited to be a part of the highly anticipated Broadway revival of 'Hair.' Our brand's impact on the style and times of the late 1960s was a profound one, so the Levi's jeans and 'Hair' relationship truly is an authentic, perfect fit," Robert Hanson, president of Levi Strauss Americas, said in a statement. "What's even more interesting is that the Levi's jeans featured in 'Hair,' much like the themes explored in the show, are as relevant today as they were 40 years ago."
"The Levi's brand is a timeless fashion icon -- uniquely American, yet globally recognized as the standard, the original, in denim," added McDonald. "After extensive research of period details, I knew Levi's was the perfect fit for my costume designs in 'Hair,' capturing the essence of the era with stylish accuracy."
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