In the past two years, the partnership between Levi’s and Youth Against AIDS (YAA) has grown more and more. Last year, the german rap formation “Die Fantastischen Vier” teamed up with JGA to create their own donation shirt for the World AIDS Day, which was produced and marketed exclusively by Levi’s®.
This year the cooperation goes one step further. The CI elements of Youth Against AIDS meet the signature Batwing logo from Levi’s®. The fashion icon celebrates its 50th anniversary in 2017. This is particularly noteworthy, because the shirt is designed with the CI elements of a volunteer initiative. These abstract and colorful represent all the symbols that are associated with sex.
“DieLochis”, campaign ambassadors for Youth Against AIDS, exclusively present the strictly limited donation shirt. The twins Heiko and Roman Lochmann are among the most successful YouTubers in the German-speaking world and are already in their fourth year the faces of the new YAA campaign.
“For us, it’s an incredible honor that our values connect with the cult shirt. Together with Levi’s we take responsibility and show how fashionable awareness works – without shocking pictures and pity statements, “says Daniel Nagel, Chairman and CEO of Youth Against AIDS.
The shirt will be officially presented for the World AIDS Day on December 1st at the Night of Life in Munich. After the successful premiere in Hamburg last year, Youth Against AIDS is organizing its own charity event together with Levi’s® for the second time. With each shirt go 5 euros to the education initiative.
Already in the summer, Levi’s supported Youth Against AIDS with common pride brunches in the run-up to many Christopher Street Days in Germany. Since 2016, part of the proceeds of the annual Pride collection goes to the most awarded educational initiative in Germany.