Levi's Capital E : Made By Hand

Capital E jeans are "premium denim goods with a great feel and finish," says BBH/New York writer Jordan Kramer, and they're indeed made by hand, which is "a cool angle" from which to approach the merchandise. "We wanted to keep the work simple and sexy, and we got into a very graphic interpretation of the handmade aspect of the jeans, highlighting what sets them apart and makes them truly luxurious," Jordan adds. But in addition to this fingerprint conceit, there are printless versions of the ads, seen in the more mass-market books, "which shows off more of the product itself." Photography by Camilla Akrans, ManagementArtists.com.