Despite what research said

It's 1985. Levi's is under attack by new trendy fashion brands.

Also, the American denim brand now has a reputation problem. And this is costing them millions.

The reputation problem? Levi's isn't considered cool anymore. In fact, Levi's is now seen as the kind of jeans dads wear.

So Levi's decides to relaunch its 501 jeans.

Advertising agency Bartle Bog…