LS&Co. Unzipped
Aug 13 2013
Good Things Take Time
Editor's note: A mix of art, artists and surprising execution is what makes a new Levi's® Made & Crafted marketing campaign particularly interesting. Joshua Katz shares the background while on the road in Europe.
The Regular Tee Shirt pictured above is anything but regular. But that's what you should expect from Levi's® Made & Crafted.
Most tee shirt graphics are printed. This one is knitted. The zigzag pattern is actually a jacquard -- a time-intensive technique that allows for wild but precise patterns, rich colors and a soft but rugged feel. The pattern is actually knitted into the fabrics so that it ages like your favorite pair of jeans. It takes eight times longer to make this "regular" tee, but it's worth it.
Good things take time.
That's the story you'll be hearing from Levi's® Made & Crafted. We obsess over everything we make. And we want to share this obsession in a way that captures your attention. One way we'll do that is with the help of creative leaders, artists, to tell stories about the things we make and the world we live in.
For instance, right now we're partnering with The Thing Quarterly and some of their San Francisco friends on "Moment to Moment." Curated by the publication and Levi's® Made & Crafted, the project is a series of independent but related art projects all built around a central theme: Good things take time.
The idea for each of the art projects is to remind us about the good things that can happen when we slow down and experience the details around us.
Some Moment to Moment projects will pop up in cities around the world – San Francisco, London, Berlin, to name a few -- while others will be made into "art as advertisements" and published in magazines. And all will be archived on our website and www.goodthingstaketime.com, where you can also learn more about our collaboration with The Thing Quarterly. And be sure to view the new collection at levismadeandcrafted.com.
As a marketer, this is an amazing project. It's an attempt to not just break through the noise that surrounds us, particularly in urban environments, but give people -- you -- reason to pause and think.
Whether you're perfecting a brush stroke, mastering mathematics, or obsessing over the details of a French seam, good things take time.
Moment to Moment, a newspaper, has been published around the world.
A billboard in San Francisco by local artist Leslie Shows.
Signage inside a San Francisco Muni station.
One way Moment to Moment shows up in Los Angeles.
In London, at Oxford Circus Station.
Posted By: Joshua Katz, Levi's® Brand Collaborations, Partnerships and Creative Concepts |
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