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Triple Pundit: How Biking Has Become Part Of Levi’s Brand Culture

Triple Pundit: How Biking Has Become Part Of Levi’s Brand Culture
Arts & Culture

Jason McBriarty shares how cyclist commuter culture at the denim company has grown to be an integrated part of its ethos.

Triple Pundit
  • 17 may 2012

Biking to work does more than offer a more sustainable way to commute and good daily exercise – it can directly contribute to business innovation and a thriving culture.

A bit of perspective: I’m a lifelong biker. My dad gave me my first commuter bike in 1987. I was quickly hooked by the rush I got sailing down the winding New Hampshire hills and how the early-morning air felt pumping through my lungs.

Through the years I’ve kept up that same bike with repairs and tune-ups. And to this day, it’s my most prized possession.

Biking, for me, has become more than my primary form of transportation – it’s a lifestyle. Most days, I bike to work. When I don’t, I usually walk or take public transportation. My wife and I share one car, though she’s the main driver. I’ve even planned my career around employers I could cycle to.

Now, I bike to work at Levi Strauss & Co., where I’ve joined a community of bike enthusiasts. For me it’s a fun way to connect with colleagues sharing a similar passion. There’s a camaraderie that naturally develops when you’re locking up your bikes together or swapping repair tips.

In fact, it was through everyday bike-room conversation that a few members of our Levi’s brand team dreamed up design changes they’d love to make to their jeans.  Before long, the same bikers were road-testing prototypes with higher backs, reflective tape, U-lock waistbands and odor-resistant fabric. Eventually, these jeans became part of the Levi’s 511 Commuter collection.

(Original article by  Jason McBriartyContinue reading here.)

Originally published on Triple Pundit, republished with kind permission.

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