Levi’s Type 1 Jeans

There was not really anything wrong with the jeans themselves, but everything was wrong with the marketing and pricing. Some retailers sold them as high-end jeans for $100, while others sold them for $30. Customers were confused and bought other brans instead. Type 1 flopped and was discontinued in less than two years.

Additional info:
Harvard Business Review – How Levis become cool again.

This is the strange commercial for Type 1 jeans: