"It's a commercial thing for Levis - basically a celebration of bicycle riding and campaign to encourage bicycle commuting. There'll be a cross-country tour in a bio-deisel vehicle, helmed by a bike mechanic and a tailor, that will offer free bike tuning and bike clothing customization in cities and small towns. It's timed to promote the release of a new pair of hi-tech Levi's jeans, especially made for bike riding."
"Anyway! The van will also be giving out, and sewing on, embroidered patches designed by artists from select cities. The idea is that each artist visually reps their city's bike community, so the patch includes some obvious reference to their city. The patches will be offered for free to anyone along the route."