Michael McDonald Brings Levi’s Jeans to Broadway

hair-musical

Expect to see plenty of Levi’s jeans onstage when the Broadway revival of “Hair” opens at the Al Hirschfeld Theatre on Tuesday night. Costume designer Michael McDonald has dressed the entire cast in Levi’s product, to reflect the denim maker’s impact on Sixties counterculture style. The vintage vintage bell bottoms has been reissued, Capital E Hesher fit jeans and 501’s, in the Acid Trip wash. And while a corporate backer of “Hair” might seem a bit like advertising in Pravda, Levi Strauss & Co. is also sponsoring the musical. “Our brand’s impact on the style and times of the late 1960s was a profound one, so the Levi’s jeans and ‘Hair’ relationship is an authentic, perfect fit,” explained Robert Hanson, president of Levi Strauss Americas.