In a statement the agency says: “BBH and Levi Strauss & co announce today that they are parting company. On Tuesday the 13th of July BBH proposed that it was time for both companies to move on. A proposal that Levi’s has agreed to. Both companies are very proud of the work they have produced together.

Nigel Bogle, co-founder and Group Chairman of BBH said: “The Levi’s brand has been an enormously important part of the BBH story since BBH London won the business as a founding client in 1982. We feel it is best that we part company, which we do on good terms. We wish Levi Strauss & Co. all the very best for the future. It has been a privilege to work on this iconic brand.”

Sir John Hegarty, co-founder and Worldwide Creative Director of BBH said: “The ’Original Jeans’ campaign for the 501 is widely recognized as the most successful jeans campaign of all time. BBH and Levi’s will always be linked by the great work we have produced together.”

The 28 year relationship has produced some of the most iconic advertising in Europe and Asia. Television ads such as “Launderette”, “Creek” and “Flat Eric” produced seven number one singles in Europe.

This story first appeared on pitch