The billboards are clearly a test run for Calvin Klein Jeans, given that they will be up for only a little more than a week.

FORBES: Calvin Klein Jeans Replaces Racy Billboards with QR Codes

When we buy a pair of Calvin Klein jeans we're not just buying a few pounds of denim, we're buying the Calvin Klein experience, whatever that is.

NPR: Consultants Develop Notion of Branding Nations

Example: Shoppers browsing Calvin Klein jeans will see traditional waist sizes with inseams in inches, such as 12 x 32, while browsing 7 For All Mankind jeans turns up just a single number, i.e.

FORBES: Magazine Article

"Calvin was in Studio 54 in the wee hours of the morning when a guy sent by Carl came up and asked him if he wanted to put his name on a pair of jeans, " recalls Barry Schwartz, Calvin Klein's business partner.

WSJ: A Homegrown Fashion Mogul