With all kinds of denim still saturating the market, it’s clear that Levi’s is trying really hard to make sure they stay on top.

First they paid for a massive product-placement deal with Project Runway, sponsoring not just a challenge but also a contest where Tim Gunn and Nina Garcia judged Levi’s designs from fashion students and devotees of Christian Siriano.

Now we hear the brand is headed to South by Southwest, the Austin music festival, for a much cooler partnership with the Paris brand Surface 2 Air.

Beloved by Cathy Horyn and Karl Lagerfeld, the streetwear brand will zoom to Texas to help make denim a little more exciting for the I’ve-seen-everything-cool-and-I’m-cooler crowd.

Will the high fashion jeans be better than the bands?

Well, let’s put it this way: indie rockers, like models, usually have an expiration date, but a pair of jeans that actually fits you is forever.