There’s just something about pennants flapping in the breeze at a new home community that gets the attention of passersby and helps to welcome newcomers. Debbie Fisher of Marketshare Inc., in Roseville, CA, wanted the effect of windblown fabric, but she and her client wanted something more durable.

At the dawn of this new millennium, a company with more than a century’s experience under its belt in the jeans business has chosen to move forward by embracing its heritage. Levi Strauss & Co., the venerable San Francisco-based apparel maker founded in 1853, has launched a global branding campaign focused on the traditional Levi’s® red Tab Device that has adorned the company’s jeans for decades.