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Written By Jerri Chou
Oct 28, 2010
What can a pair of jeans do to make the world a better place? Levi's is putting that question to the durability test with a new initiative asking everyday people to help make one everyday town a whole lot better.
As part of their Character Approved We Are All Workers campaign, Levi's is getting back to their roots--making jeans for working people--and calling people to go forth and explore how a new generation of real American workers is rolling up their sleeves to make real change happen.
The campaign focuses on supporting the people who helped make the company what it is today by revitalizing Braddock, Pennsylvania--a town that's seen the rise and fall of manufacturing in America.
Braddock embodies hope for many American towns: It now faces a new frontier of repurpose and new work in what was once a flourishing industrial mecca. Since 2001, John Fetterman, the mayor of Braddock, has taken his fight for social justice in Braddock to the masses by enlisting the help of modern pioneers--artists, craftspeople, musicians and business owners--to rebuild and revive the town. As they rebuild it, Braddock has become a model for how any city, in any part of the country, can prevail as a symbol of hope and change.
Teaming with IFC and the Sundance Channel, Levis has created Ready To Work, a web series about Braddock that features individuals from the town doing the work to change it.
As part of their initiative, Levis is partnering with social startup IfWeRanTheWorld to create a platform of actions anyone can take to help the town, starting with expanding Braddock Farms. You can find more here.
According to Levi's, "Amid today's widespread need for revitalization and recovery, a new generation of 'real workers' has emerged, those who see challenges around them and are inspired to drive positive, meaningful change." Time to get to work!
The Character Approved blog celebrates the people, places and things that are making a mark by positively influencing our cultural landscape. They're Character Approved - recipients of USA Network's seal of approval. Join us daily as thought leaders in Art, Food, Music, Technology, Fashion and more discuss the ideas and trends impacting the cultural landscape around us. In addition to this USA Character blog, USA Network honors Characters through Character Approved Awards. These awards pay tribute, to the real characters who are changing the face of American culture. The 2010 honorees are innovators in their field who are influencing our opinions, our style, and our view of the world. They're celebrated by their peers, and their fresh, authentic ideas both suprise and inspire us.