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 made items whose pastel hues derive from natural, plant-based dyes.
To highlight the collection's use of plant-based dyes, we set up a mocktail-making workshop at the colourful market booths and invited Levi's loyal customers and influencers to enjoy music, snacks, and drinks. We also hosted similar pre-launch customer loyalty events in Köln and Munich.
We executed a separate space at EURER-Campus and hosted a PR event alongside Silk Relations for influencers to try on the iconic pieces. The set-up included food and drink booths, clothing racks, a comfortable seating area and a photo backdrop for influencers to capture content - plus a rickshaw shuttle service going back and forth to further highlight Levi's sustainable brand approach. We also designed and produced the Levi's flagship store in Berlin, decorating the interior with vibrant runway platforms, 3D signs, market booths and clothing rails.