ADVISORY/The Levi's Brand and The Fader Magazine Team Up to Host Post-MTV Video Music Awards Event

Business Wire, August 28, 2002

Entertainment Editors

ADVISORY...for Thursday (Aug. 29)

--(BUSINESS WIRE)

Levi Strauss & Co.

WHAT:       The Levi's(R) brand and The Fader Magazine have teamed up
            to host a post-MTV Video Music Awards (VMAs) event for
            some of the industry's hottest emerging talent. The
            invite-only event, "Fader Magazine Presents Levi's(R)
            Lowlife" is a celebration of the music, art and fashion
            that has emerged below the radar in New York City in the
            past year.

            A photo area will be available for Red Carpet arrivals.
            This event is closed to the press.

WHO:        Confirmed Attendees as of 08/27/02:
            Kylie Minogue, Brittany Murphy, No Doubt, P.O.D., Roman
            Coppola, Jimmy Fallon, Mandy Moore, Anthony Kiedes, Steve
            Buscemi, Heath Ledger, Shannyn Sossamon, Cody ChesnuTT,
            Dirty Vegas, Dashboard Confessional, Yeah Yeah Yeahs, The
            White Stripes, Jimmy Eat World, Longwave, Run DMC, Moldy
            Peaches, The Vines, Sam Maloney (formerly of Hole),
            Melissa Auf Der Maur (formerly of Smashing Pumpkins,
            Hole), Andy Roddick, The Strokes, Mos Def/Black Jack
            Johnson, The Realistics and more confirming hourly.

WHEN:       Thursday August 29th
            Photos: 10:00 - 12:30 a.m. (doors open 10 p.m.)

WHERE:      Milk Studios 450 West 15th Street (between 9th and 10th
            avenues) New York, NY

CONTACT:    This photo advisory is for Red Carpet arrivals only. The
            event is closed to the press. Please use contact list
            above for further details.

BACKGROUND:

In addition to live performances by The Strokes, Mos Def/Black Jack Johnson and The Realistics, the event will include DJ Sets by Arthur Baker, Larry T, Rich Medina, Metro Area, Stretch Armstrong, DJ Language, Greg Poole, Max Glazer and art installations by Fader contributors Phil Knott, Eddie Monsoon, Ellen Jong, Kenneth Cappello and Deanne Cheuk. Live performances and artwork curated by The Fader Magazine.

About The Fader Magazine

The Fader Magazine, a music and lifestyle consumer quarterly, has supported music and culture ahead of the curve. The Fader Magazine was the first US title to feature artists like The Strokes, The White Stripes and Cody ChesnuTT on the cover.

About Levi Strauss & Co.

Levi's is an iconic American brand that has long supported emerging artists. Likewise, Levi's Jeans have been, and continue to be, the uniform of the rock & roll rebel. Levi's has sponsored the "Best New Artist" category of the VMAs for the past five years and is a long-time supporter of The Fader Magazine.

Invented in 1873 by Levi Strauss, Levi's(R) Jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. Levi's(R) Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 100 countries around the world and continue to do so today through jeanswear innovation.