A slow starter but pretty, especially if you're into that self-effacing folksy indie aesthetic that was cool back when it meant all those things, and is occasionally still cool when it still does/passes for it.
Not that I mind in this case. The ambiance and the Levi's brand leaves the lingering burnt-cherrywood smell of American mythology. We're a young country but on a quest for legends to remember where we come from; what better look and feel? (And what better medium than Levi's?)