What is the unique selling proposition of Levi's jeans?

"cut with grace to stand out"; superior fit; unparalleled performance"; in general in my opinion the Levis site is going for upscale wholesome American, probably to appeal to the aspirational middle class. There's a focus on the idea of quality--how the jeans are cut, how they will keep up with your Skateboarding. There's also a very traditionally cut checked dress on the front page of the website, which is the only thing on any of the websites that "got" me personally at a qualitative level--again fitting with my hypothesis that they're basically going for the remnants of the Middle Class