A Jouney Through the Lens
Street Culture Insights for Levi Strauss & Co.
Digital, Editorial Design & Art Direction
Global Merchandising team, San Francisco.
Photography by Ivan Hugo (IH Studio).
Editorial Design, Art Direction and digital proposal for a global denim journey commissioned by Levi Strauss to capture influential street tendencies in San Francisco, Paris Tokyo and Gothemburg through extensive field of cultural and visual research.
As a global research project, we aimed to capture denim tendencies in San Francisco, Paris and Tokio through extensive field visual anthropology (and so we did).
Our main idea was to not to idealise the locations, don't globalise them, rather discover the genuine lifestyle and links on the local communities towards the denim culture.
The idea was not to focus on a particular brand but empower the client to reinforce the status of the brand as timeless accessory wich was later proved on interviews and expanded research.
As a good story, I'd just like to wrap up with few learnings and beauties we got from the experience: