No jeans brand came close to Levi's from the mid '80s to late '90s. Slick advertising and a great choice of male models had a lot to do with this. Kicking off with the iconic 1985 launderette commercial, where the beautiful Nick Kamen strips down to his boxers to the soundtrack of Marvin Gaye's I Heard It Through The Grapevine. Within one week Levi's sales rose by 800 per cent. Who can forget another Levi's pin-up, Brad Pitt's career-launching advert of 1991? This featured close-ups of his thighs, rippling biceps, bum and gorgeous face with its tufty beard. He played a newly released prison inmate from nowheresville, who wears only a vest until his hot Pussycat Doll-type girlfriend - who rocks up in an open top Chevvy - throws him his beaten-up Levi's all to the tune of T-Rex's 20th Century Boy. At the time British advertising was having a MadMen moment with future Hollywood directors including Ridley Scott, Alan Parker and Adrien Lynn working in London's Soho. John Hegarty, of Bartle Bogle Hegarty, personally cast Kamen, Brad Pitt and Paul Sculfor (1997) among others. "My aim was to make people fall in love with the brand," said Hegarty. And we did, (especially Jennifer Aniston who married/dated two ex-Levis boys, Pitt and Sculfor.)

Watch the iconic Levi's launderette
advert starring Nick Kamen