Levi's Fresh x Pioneers‍

Taking sustainable production to new heights

Kick-starting a colorful summer

Levi's Fresh presents its first-ever pair of 501 jeans designed for circularity, made with recycled fiber Circulose and using water-conserving techniques. This collection features a colorful range of sustainably created items whose pastel hues derive from natural, plant-based dyes.

We designed and produced the Levi's flagship store in Berlin, decorating the interior with vibrant runway platforms, 3D signs, market booths and clothing rails. We also organized two sneak peek events of the product launch at the flagship store. To highlight the collection's use of plant-based dyes, we set up a mocktail-making workshop at the colorful market booths and invited loyal customers and influencers to enjoy music, snacks, and drinks. We also hosted similar pre-launch, customer loyalty events in Köln and Munich.

We also designed and executed a separate space at EURER-Campus and hosted a PR event alongside agency Silk Relations for influencers to try on the iconic pieces. The set-up included food/drink booths, clothing racks, a comfortable seating area and a photo backdrop for influencers to capture content. The event also had a rikscha shuttle service going back and forth to highlight Levi's sustainable brand approach. Levis invited 20 influencers to try on and sneak peak their colorful sweats, XX Chino and seasonal tops.