In the beginning, Levi's® established themselves as the standard work wear brand during California's Gold Rush era 150 years ago. In the 1950's, Levi's® became the iconic brand for the rebellious spirit of the young and restless during that era. And today, Levi's® jeans is a quintessential item in any and every fashion occasions. Reflecting back into its long history, Levi's® evolved through the times by shifting its paradigms. No one could have ever imagined that "jeans can, and have changed the way world looks at fashion." Today, Levi's® creates new and special values through their collaborative works with artists and creators. Levi's® strives to break down the barriers between corporatism and individualism – and through this, visions of breakthrough product innovations can be felt.
The Comfort and Goodness of the Old, Combined With Modern Day Artworks
Levi's® VINTAGE CLOTHING store only exists in Tokyo. Non-visitors will assume that this is yet another one of those stores that handles vintage replicas. Those thoughts will be immediately erased the second you step foot into the store. The interior is covered with copper, which signifies the importance of the brand's association with rivets. You will find artworks of various artists, each expressing their thoughts and emotions of the Levi's® spirit. The store is museum-like, and notions of unchanging and changing worlds can be felt at the same time.
Opportunities Provided to the Expressionists
The Arcuate Store's "European Creator Series" originated via Levi's® collaboration with Nick Knight, Simon Taylor and Peter Saville, and arguably, all of these Creators introduced and helped establish their respective genres to the world. Collaborations between large companies and big-time creators are common, but the manner in which Levi's® and these Creators designed the respective products inspired and influenced many in the industry. And Arcuate Store's contribution to art does not stop here. The store supports up-and-coming artists by providing them with an opportunity to showcase their artworks in a public arena. Whether established or up-and-coming, Levi's® genuine efforts to support art is inspirational.
A Laboratory That Creates New Meme
Even from a global perspective, Tokyo's fast and ever-changing street culture is astonishing. And only from this environment can a uniquely fast and street-inspired products can be born. Much like the LVC Store, Tab Device displays many contemporary artworks, but it appears that many of the selected artworks were influenced by the youth culture of this era. The "New York Artist x Levi's®," which is a collaborative design project with 3 New York based artists, is representative of what this store has to offer. The interactivities between art and product may very well be the new meme for the coming generation.