LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Aug 26 2011

The Launch Party: Reinvented

Acting. Expressing. Being. Transforming.

This is what the young creative minds of the dENiZEN™  D-5 marketing campaign did at our launch party in Mexico City on August 17.

We celebrated the official arrival of our youngest brand in Mexico with a launch party at the warehouse-turned-underground-nightspot, Patrick Miller, and an interactive catwalk with the latest styles from the dENiZEN™ brand.

Together, the D-5 are re-inventing the world through fashion, photography, video, music and design as part of the dENiZEN™  brand’s mission to inspire and make the dreams of a new generation come true.

Lucky launch party attendees were treated to D-5 performances, exhibits and designs from several artists, including “TOC TOC,” a group of young architects who reinterpreted the common experience of public transportation and designed the warehouse space with a “subway of the dENiZEN™ citizen” concept.

Visual art was contributed by“Latribu Filmes ,” a collaborative crew who created a projection of viral videos called “TV a la carte,” a dark room where guests could take neon motion photos and an interactive chalkboard “Social Network Wall.”  In addition, Paulina Lopéz and Adriana Sanchéz,  a fashion duo, installed art inspired by denim’s continuous evolution in a global world.

Another artist,Rodrigo Chavéz, who is an art-loving graphic design student from Mexico City,  reinterpreted how technology helps people interact with each other regardless of distance.

The  party-goers also heard music from “Vesspa,” an indie rock band who performed live, mixing rock with soft electronic beats.

Throughout the night, guests experienced the brand’s spontaneity, and social connectedness through young talents and their work. The energy of the event’s attendees reflected  the appeal of the dENiZEN™  brand, which attracts those who not only take the time to create their own style, but are also driven to make their dreams come true.

dENiZEN® is now available in key cities including Culiacán, Monterrey, Los Mochis, Mérida, Colima, Puebla, Celaya, Estado de México and Torreón. The brand will soon be in Mexico City and other cosmopolitan cities.

Posted By: Martha Fuentes, Consumer Marketing Coordinator, Levi Strauss Mexico

 Bookmark and Share
 

Tags: dENiZEN®,dENiZEN™

Before posting your comment, please read the Blog Guidelines.

Post new comment

The content of this field is kept private and will not be shown publicly.
By submitting this form, you accept the Mollom privacy policy.

Before posting your comment, please read the Blog Guidelines.

We welcome your comments.

When submitting a blog comment, please consider the following guidelines:

  • Focus on the topic
  • Be constructive and considerate
  • All submissions are subject to the terms set forth in our Terms of Use

This is a moderated blog. Each comment will be reviewed. We reserve the right not to post your submission if it’s off-topic or contains any of the following types of content or violates other guidelines:

  • Obscenities, discriminatory language, or other language not suitable for a public forum
  • Advertisements, “spam” content, or references to other products, offers, or websites
  • Email addresses, URLs, phone numbers, physical addresses or other forms of contact information
  • Critical or spiteful comments on other posts on the page or their authors

In addition, if you wish to share feedback with us about product selection, pricing, ordering, delivery or other customer service issues, please do not submit this feedback through this blog. Instead, contact us here.