Jesus Jeans, the first Italian company to produce jeans, started in 1971, and the notoriety of the brand was soon established thanks to the groundbreaking advertising concepts of Oliviero Toscani and Emanuele Pirella, including the unforgettable slogan “He who loves me, follows me”, which made history in the field of communications and sparked discussion that ranged from lawsuits to excommunication, involving sociologists, religious leaders and lawyers.
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Video
Click here to see the video about the history of the brand.
