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Levi’s® Truckers Get the Rock n’ Roll Treatment


Since its grand opening in March, Levi’s® Lounge, located here in San Francisco just blocks from the Levi Strauss & Co. headquarters, has welcomed dozens of legendary artists and bands to its stage.

In partnership with Cumulus Media’s KFOG radio station, we’ve hosted intimate performances by the likes of Cheap Trick, Pete Yorn, Train and Edward Sharpe and the Magnetic Zeros, to name just a few.

And what better way to give each musician a proper Levi’s® welcome than with a custom Trucker jacket? After all, every rocker needs a signature denim jacket — and we’re the original.

Brett Dennen, courtesy of KFOG, Grace Sager Photography.

Brett Dennen, courtesy of KFOG, Grace Sager Photography.

The Tailor Shop within our Eureka Innovation Lab puts a lot of thought into each creation — researching every musician, mapping their individual aesthetic and gauging their interests in order to build designs that fit the artist’s personality and creative DNA.

They then build one-of-a-kind pieces using a broad range of tools, methods and media, including chain-stich embroidery, screen printing, indigo dyeing, hand painting, distressing and fabric scraps. The final product is a reflection of its rock star recipient and the Eureka team’s imaginative craftsmanship.

Check out some of the best of the best Truckers. Rock on.

Rodrigo y Gabriela, courtesy of KFOG, Grace Sager. Photography

Rodrigo y Gabriela, courtesy of KFOG, Grace Sager. Photography

Edward Sharpe and the Magnetic Zeros, courtesy of KFOG, Grace Sager Photography.

Edward Sharpe and the Magnetic Zeros, courtesy of KFOG, Grace Sager Photography.

Train, courtesy of KFOG, Grace Sager Photography.

Train, courtesy of KFOG, Grace Sager Photography.

Eliot Sumner, courtesy of KFOG, Grace Sager Photography.

Eliot Sumner, courtesy of KFOG, Grace Sager Photography.

Steve Earle, courtesy of KFOG, Grace Sager Photography.

Steve Earle, courtesy of KFOG, Grace Sager Photography.

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