So I am salivating at the new print shop Levi's opened on San Francisco's Valencia Street. The neighborhood is an amazing testament to the best big cities can offer on an intimate scale. The Bay Area branch of Dave Eggers' 826 fabulousness is located there, creative design mecca The Curiosity Shoppe stands across the street, along with Dog Eared Books and a number of restaurants, design spots and cool shops. It was just a year ago this week that I was there last, taking in the eclectic heartbeat of that part of SF.
Apropos to say 'salivating' because the Levi's Print Shop will have a session for students from a local Edible Schoolyards program with Chez Panisse founder, Alice Waters. The students will put together a book of their printed works after a discussion with Waters about finding art in the garden.
Knowing the issues Levi's has had in the past decade to stay hip and current in the age of high-end denim (not to mention solvent and scandal-free), I think this is a pretty shameless ploy to carve a niche. But brilliant? Definitely.
If you've never rolled the cuffs on your Levi's to match the cigarette pack you rolled into the sleeve of your white T-shirt or worn your shrink-to-fit 501's in the bathtub, then this is the perfect opportunity to jump on the crafty bandwagon and gain some exposure to the company that defined denim. Design and handicraft are gaining exposure every day. As much as the next generation loves technology, print is taking on entirely new dimensions.
If this communal hub isn't inspiring enough for you--and as a business owner I am very inspired by companies who choose to not only put a face, but a philosophy behind a brand--Levi's takes it up a notch. This year, Levi's is collaborating with the city of Braddock, PA. They've invested in the town's community center, library and urban farm to help rebuild a city that needs rejuvenating. There are a couple of short films on the site introducing various townspeople and the "Ready to Work" campaign.
I was awed by the stories they told, the images of a once-thriving mill town looking more like a ghost town. But the hope these residents share, their commitment to their town is inspiring. It felt like a positive step and I had my own hope that maybe Levi's would build a factory in Braddock, bringing not only jobs, but truth to the tag, "Made in the USA."
In case you weren't quite sold on the idea of stacking a pair of Levi's next to your 7's, Joe's or Citizens, the site also offers free music downloads on their Pioneer Sessions site from happening musicians like She & Him, The Shins, Raphael Saadiq and The Swell Season. The artists do a great job covering older tunes. I especially love The Swell Season's rendition of "Young Hearts Run Free."
So check out the site. Watch a movie. Download a song. And if you aren't putting some jeans in your virtual shopping cart, I'd be surprised. Yes, it's an advertising campaign. But it's also giving some good people some good tools for their futures. We can't really say that here at print > pixel yet, but we're keeping watch and taking notes for our future.
Oh, and here's a little extra something, just for fun:
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