My Ex just got a pair of 501 jeans and he was boasting about his beast. Initially I did not get what he was talking about--why would a looser boast about what he does not have (lol). Levi's has a new campaign where you can name and pick the character of your beast. The whole theme is "Unbutton Your Beast." Very bold and tempting if the guy wearing the pants honestly picks a beast that best represents "his thing." Most guys build up the drama and then it is a big disappointment. Here are the picture from the new campaign.