Levis launches new project marrying fashion and art

on Thursday,March 26,2009 20:03


The Levi brand has announced a partnership with a famed graphic design firm to unveil posters featuring its original jean.

To that end, Sagmeister, known for its work with legendary musicians including the Rolling Stones, has developed a series of designs that explore Levi''s original button-fly 501 jean.

Levi''s has also teamed up with Los Angeles-based specialty retailer American Rag to showcase this creative partnership through an exclusive window installation.

To prepare it, the designer took Levi''s original button-fly 501 and examined its origin, stripping the iconic silhouette down to the raw materials.

"The jeans themselves are iconic, so we decided to go with just a product shot, using nothing more and nothing less than a single pair of 501s," explains Stefan Sagmeister, founder of the company.

Robert Hanson, president of Levi Strauss Americas, adds that Levi''s original 501 have served as "the uniform of choice" for influential artists throughout the decades.

Levi jeans were invented in 1873 by Levi Strauss & Co. Today they are sold in more than 110 countries around the world.

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