Levi's(R) to Open Latest Store in Times Square

SAN FRANCISCO, May 15 /PRNewswire/ -- Internationally recognized 3D sidewalk chalk artist, Julian Beever, will be on hand to celebrate the grand opening of Levi's(R) newest store located in the heart of New York City -- Times Square. The Levi's(R) Brand store in Times Square is the 62nd Levi's Store the brand has opened in the United States.

"The Levi's brand is an American icon so it's fitting that we're opening our newest Levi's(R) Brand store in Times Square -- one of the greatest places in America and the world," said Mark Breitbard, President of Levi's(R) Brand, Retail. "With 1.7 million consumers passing through Times Square each day and more than 26 million tourists every year, the store will be a shopping haven for Levi's fans from around the globe, including right here in New York City."

Levi's(R) is planning on plenty of excitement leading up to the grand opening of the Times Square store on May 15. Julian Beever, the celebrated artist known as the "Picasso of Pavement," will create an original piece of 3D sidewalk art for the event. The artwork will be a four-day work in progress beginning Monday, May 12. Three days of Beever's masterpiece will be designed off-site at an undisclosed location and will then be delivered to Military Island for final touches on May 15 -- just in time for Levi's grand opening event on Friday, May 16.

Levi's sidewalk artwork event with Julian Beever will help kick-off the Times Square store opening in style as Levi's open its arms to the city and people of New York. Consumers visiting Times Square on May 16 will be invited to become part of Beever's art by actually posing in the 3D picture. Visitors will get their photograph taken with Beever's artwork and will have a once-in-a-lifetime opportunity to see themselves on the "big screen" as the photos will be displayed on a jumbotron in Times Square.

The Levi's(R) Times Square location will become the fourth self-standing store in New York City and the 62nd store in the country. Invented in 1873 by Levi Strauss, Levi's(R) Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world. Levi's(R) Original 501(R) jean are the template on which all modern jeans are based. The 501(R) jean is the most worn and best loved jean in the world -- thoroughly modern yet endlessly timeless, it transcends fashion. "Nothing says 'America' quite like a pair of Levi's(R) 501 Jeans," said Mark Breitbard.

About Julian Beever

Beever is an English chalk artist who has been creating chalk drawings on pavement surfaces since the mid-1990's. His works are created using a projection called anamorphosis which creates the illusion of three dimensions when viewed through a camera lens. Beever is an Internet phenomenon and his work has been seen by literally tens of millions of people via email and You Tube.

Levi's(R) Store Shopping Experience

On May 15, Levi's(R) will launch its largest store in New York, located at 1501 Broadway (corner of 44th Street and Broadway). The 6,500 foot space will house Levi's amazing range of jean fits and finishes and will also feature New York themed apparel, t-shirts and tops.

About Levi's(R)

Invented in 1873 by Levi Strauss, Levi's(R) Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's(R) Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world and continue to do so today through jeanswear innovation. Levi Strauss & Co. had been in business for more than 150 years. For more information about the Levi's(R) brand, products and other Levi's(R) stores, visit: levi.com.