Each piece consists of a beautiful black and white homage to the workingman, complimented by powerful, Karl-Marx-approved slogans like: “Everyone’s work is equally important” and “We are all workers.”
My favorite is “Made Strong for the New Work.” Which features a series of rugged individuals who, I presume, need some seriously sturdy pants to tackle some of the hard-typing, click-driving “new work” of today’s information economy. John Henry would be proud.
It’s pretty amazing to see a brand parading a nation of workers while politicos fear monger about an impending socialist takeover – but I think Levi’s is on to something here. And they’re hardly alone. Jeep is out with a similar campaign touting that “The Things We Make, Make Us.”
This has always been a nation of builders, craftsmen… men and women for whom straight stitches and clean welds are matters of personal pride… As a people, we do well when we make when we make good things and not so well when we don’t. – The Jeep Cherokee Manifesto
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