Levi's

Levi's Fresh PR Event

Taking sustainable production to new heights

001—CONText

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.

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002—IDEA

Our recent installation exhibiting the Levi's Fresh collection kick-starts a bright summer ahead. Based on the original 1970s Levi's Fresh Produce line, this collection features various sustainably dyed pieces.

003—AUDIENCE

To highlight the collection's use of plant-based dyes, we set up a mocktail-making workshop at the colorful 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.

004—EXECUTION

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. The event also had a rikscha shuttle service going back and forth to highlight Levi's sustainable brand approach. We invited 20 influencers to our fresh market in Schöneberg, Berlin to try on and sneak peek their colorful sweatpants, XX Chino and seasonal tops.

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. We reused the market booths to align with their 'less waste' production values. We also organised two sneak peek events of the product launch at the flagship store.