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Brief Published: 2 Dec 2010

Levi's Ace Associations


Earlier this year, denim brand Levi’s designed a bespoke suite for the Palm Springs Ace Hotel & Swim Club, with DJs on site and a bohemian design flavour throughout. Continuing the mutually beneficial relationship, Levi’s has recently opened an exhibition in the lobby of the Ace Hotel in New York – cultivating a marketing strategy targeted specifically toward creative people.

Promoting a new collaboration between Levi's and woolen-goods manufacturer Pendleton, the exhibition focuses on the American cowboy heritage common to both – with a photographic series that includes images of Navajo cowboys bronco and bull riding. All images were shot by photographer Brad Bunyea – the result of a trip with Levi’s and VBS.tv online broadcast network – and all guests who check in during the run of the exhibition will receive a limited-edition Pendleton x Levi’s Ace NYC keycard holder.