Levi's
SXSW 2017

Content, Design, Experiences, Product Launches, Strategy

Imprint concepted and designed Levi’s first presence at SXSW in seven years as an occasion for the public launch of major brand partnerships with Google Jacquard and Rolling Stone. Bringing together performing artists, journalists, technologists, historians, tailors, textile artists, music educators, and local food & beverage partners, the Levi’s Outpost was an 8-day program-packed venue and a resource-rich destination for SXSW badge holders.

Exhibitions, workshops, demonstrations, panel programming, and live performances provided natural content for social engagement meaningful to the Austin community, SXSW badgeholders and a larger global audience.

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What makes our collaborations successful is working with partners with the same values
- Jonathan Cheung, Levi’s Head of Design

A guided installation gave consumers the first experiences of the Levi’s Commuter™ Trucker Jacket powered by Google Jacquard™.

Connectivity is a basic human right…
- Ivan Pouypyrev
...and eye contact is a basic human need.
- Paul Dillinger

An exhibition of bespoke and historic customized denim pieces from Levi’s Archive were displayed alongside a collage of music ephemera and photography charting 50 years of the history of Levi’s, Rolling Stone, music and style.

We have a responsibility to honor the legacy of a brand that has 150 years of history behind it.
- Rolling Stone Photographer Mark Seliger

collaborators

SXSW, Google, Rolling Stone, Levi’s Archive, Gary Clark Jr., Francis and the Lights, Neon Indian, Nancy Whang, Lo Moon, The Mystery Lights, Ace Tailors, Kids in a New Groove, Carlos Hernandez, Burning Book Press, Vanessa Crook, Realm, Will Hermes, Jonathan Cheung, Mark Seliger, David Fricke, Jodi Peckman, Josh Eells, Brittany Spanos, Bose, Don Julio