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Levi’s is rolling out it’s biggest ever marketing campaign entitied “Live Unbuttoned” next month in an attempt to win back denim consumers to its classic button-fly jeans. This global campaign covers TV, print and online and will feature up and coming pop culture icons who “represent the spirit of living an unbuttoned life.” Not only is the campaign global but the classic 501 jeans are to be re-styled so that they will have the same fit in each of the 110 counties that they are sold.