Levi's promotes new store on Newbury Street

This Marlin Spike necklace is part of the 'Made Here' collection featured at the new Levi's boutique on Newbury Street. Photo provided by Levi's.

Globe Staff

Levi’s is mounting a bicycle marketing campaign of sorts to get out the word about its new boutique on Newbury Street and a new collection showcased there called “Made Here.”

Bicyclists have been riding around the Newbury Street area handing people flowers from Winston Flowers, according to a Levi’s spokesman. Attached to each of the flowers is a label telling recipients to drop by the Levi’s new 1,345-square-foot boutique at 131 Newbury St. for a chance to win a vintage Roadmaster Luxury Liner Bike. The Levi’s boutique will be accepting entries through mid-afternoon tomorrow, and plans call for the winner to be announced on Monday, the spokesman said.

As for the "Made Here" collection, Levi’s is describing it as an “assortment of hand-made goods, crafts, and apparel, developed in the USA by emerging artists.”

One artist contributing to the collection is Tim Whitten, who uses Irish linen cord and maritime rope techniques to fashion necklace designs, Levi's said. An example of one of his designs is shown above.

To celebrate its recent opening, the boutique has also scheduled an invitation-only party for tomorrow evening. While the store is set to close to the public tomorrow at 4:30 p.m., a band called Johnny Swim has been hired to perk up the festivities, and the band will be playing outside the store so Newbury Street pedestrians should be treated to some al fresco entertainment, the Levi’s spokesman said.