Levi’s turns away concert goers wearing other brands’ clothes

The jeans brand held a concert in Brooklyn where the cost of admission was to wear its apparel. People who showed up in other clothes were shown the door.

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The rules seem clear enough, but also arguably unnecessary and ultimately self-defeating. If the idea of the brand footing the bill for the concert was to generate goodwill among its own fans, then it’s pretty illogical to leave a bad taste in the mouths of target consumers by refusing them access (even if they hadn’t shelled out cash for any of its denim, yet).

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