Levi’s re-crafted its flagship store on Regent Street, London (pic.).
source: leviscraftwork.com/craftworkers
According to Armin Broger, President of Levi Strauss Europe, Middle East & North Africa, “it is a milestone of Levi Strauss’s global retail strategy and a place where craftsmanship and authenticity deliver the most genuine experience of the brand anywhere in Europe.”
Following the latest tendencies, this modern store is not only a place to buy jeans or T-shirts, but a space for communications between a brand and a consumer. It means that its visitors will see not only the latest Levi’s collections but have a journey through the origins of denim and a story about Levi’s brand’s values.
One of them is the craftsmanship and authenticity, and so Levi’s celebrates the new view of its store with an offline and online exhibition devoted to the craftsmanship.
Its online part could be seen on leviscraftwork.com/craftworkers where Levi’s gathers 18 persons using the same values in their own life and tells their stories. These are craftsmen and craftswomen across the worlds of art, music, performance and even food creation, representing a truly young and dynamic London.
