Introducing the most authentic, everlasting vintage on the market - made by Levi’s from start to finish, we were briefed to create a pop-up and double window takeover within Selfridges which reflects the craft behind the collection.
On a mission to address Levi’s unique attention to detail and transcendence through fashion without our design, we coined our design concept, “Fabric of Time”, transforming recycled denim into a narrative-rich textile, celebrating the iconic status of Levi’s and what the brand stands for, quality, durability and functionality.
Using recycled denim material throughout, the installation heroes Levi’s iconic trademarks such as the Red Tab, Two-Horse Back Patch, Rivet and the Stitched Arcuate. Transformed using FabBRICK®, founders of the recycled textile brick. Reshaping what the life cycle of fabric can look like for brands, FabBRICK®, brought new life to once redundant Levi’s deadstock denim and waste, transforming it into literal bricks for our design and build. Proving the answer to a better retail future is in the details, the bricks could be soon throughout both the double window takeover and the pop-up.
With the colour palette mirroring the spectrum of Levi’s denim hues, from faded blues to deep indigos, the design seamlessly blends sustainability, history and contemporary style- representing the legacy of Levi’s.
CLIENT: LEVI’S
WHAT WE DID: DESIGN, PRODUCTION, INSTALLATION
LOCATION: LONDON
COLLABORATORS: FABBRICK®