Since its inception the Levi`s jeans have been the uniform choice for American craftsmen, labourers and artisan. The Levi`s brand has decided to celebrate this culture and introduce the new generation across the country to this heritage by launching a series of Levi`s Workshops. These interactive workshops open their doors in San Francisco this July and New York city later this fall.
The new and innovative approach has been adopted to integrate the community involvement with retailing. The Levi`s Workshops will be multi-use spaces, featuring a functional workshop, community event space and retail storefront. Each workshop has been designed to focus on a specific craft including printmaking in the San Francisco workshop and photography in New York.
The workshops will serve as community-based extensions of the brand`s `Go Forth` marketing campaign, paying homage to the principles of hard work and civic engagement. Central to this programme will be collaborations with recognized pioneers from each community. For eight weeks, each Levi`s Workshop will open its doors to the general public and host a range of interactive demonstrations, educational programming and events.
The first of the Levi`s Workshops will open to the public in San Francisco`s Mission district and will feature letterpress, silkscreen and photocopy equipment for local artists and designers to create their own print-based artwork. Community groups and non-profit organizations will also be invited to access these resources and work with the workshop staff. The space will also offer Levi`s denim and workwear product that embodies the spirit and craft of print design.
To leverage the energy of the Levi`s Workshops, the brand has invited local pioneers to execute printmaking-based collaborations including; Alice Waters – Chef, Author and Proprietor of Chez Panisse Restaurant in Berkeley, California; Craig Newmark – an Internet entrepreneur best known for founding the San Francisco-based website Craigslist.org, a site where people can help each other with everyday needs including housing and jobs searches; Aaron Rose – Artist, Film Director, Curator and Writer.
“The Levi`s Workshops celebrate the pioneering spirit and hard work of people and organizations that we admire,” said Joshua Katz, head of Collaborations, Partnerships & Creative Concepts for the Levi`s brand. “It`s all about community, creativity and collaboration. Through the programming, the various production projects and the public resources that we are providing, we are able to collaborate with local heroes who have mastered their craft while inviting in the broader community to roll up their sleeves and get to work.”
The programme aims at encouraging global involvement through a dedicated website, various social media platforms and syndicated daily content. The website will launch alongside the San Francisco Workshop. Original content supported by articles from renowned guest bloggers will be posted daily, in addition to updates on Twitter, Facebook and Flickr. Supporting the written content will be a series of films highlighting the spirit of the Levi`s Workshops. These films will be a catalyst for spreading the message of the Levi`s Workshops while documenting the activity happening inside each environment. The website will also include opportunities to purchase Levi`s products offered in the Levi`s Workshops.
The Levi`s jeans were invented by Levi Strauss & Co. in 1873 and have since become one of the most recognized and imitated clothing items in the world. Today, the Levi`s brand portfolio continues to grow. Their range of jeanswear and accessories are available in more than 110 countries.