#Campaign  #Culture  #Events  #Social  #Technology

Levi’s® X Jacquard™ by Google Launch Event


Have you ever found yourself opening your phone for no reason? Then proceeding to open an app, followed by another, and another? You toggle between various social platforms for ‘a little while’ only to find you’ve spent upwards of an hour (or two, or three) doing nothing but staring at your phone?

[Enter] Levi’s® Trucker Jacket with Jacquard™ by Google.

Levi’s® Trucker Jacket with Jacquard™ by Google is a revolutionary product that seamlessly merges Levi’s® iconic style with the technology of Google to enhance wearers’ experience of the world. The tech is built into the fabric of the left cuff, providing an interactive interface that pairs to your phone. You can perform simple actions on the cuff, and receive alerts through the Tag so you’re in control and connected without looking at your screen.

These jackets  aren’t designed to do *everything* – they’re simply meant to perform a set of actions that can make your life on the go a little easier, and limit the amount of time spent looking at your screen. You can tailor a set of gestures to trigger a certain function on your phone – whether that be answering a call, skipping to the next song, checking the weather, or ordering an Uber – the list goes on.

To launch our most exciting collection yet we invited media, thought leaders and friends of Levi’s® to Sydney’s Carriageworks to connect, share and learn about the Levi’s® Trucker Jacket with Jacquard™ by Google.

Our guest of honor ventured all the way from San Francisco: Paul Dillinger – Levi’s® VP,  Head of Global Product Innovation.

Dillinger is one of the masterminds behind the collection, and reflects candidly on Levi’s® journey with wearable technology: “we’re excited to continue this journey with our partners at Google ATAP,” notes Dillinger. “Two years after we first launched Jacquard™ – the technology has become smaller and more discrete, more affordable and more useful … but the premise and purpose remain the same: you can keep your phone in your pocket and your eyes on the world around you, staying connected without being distracted.”

To accompany the launch, we also worked with our friends at AKQA to create ‘The Hall of Distractions’, a large-scale immersive experience that confronted audiences with one year of a mild smartphone user’s notifications, condensed into a 30-minute cacophony of sound and light.

“We created the Hall of Distractions in an attempt to help people understand the scale at which screens and algorithms have gained command over our lives,” explained AKQA APAC Executive Creative Director Tim Devine. “The average user spends 56 days of the year on their phone – and that’s not without cost, we pay for it with the dreams we never pursue. That’s what makes products like Levi’s® Jacquard™ by Google so important. It gives us a new interface through which we can use technology, and gives us back the attention we’d rather be placing on our own lives.”

Check out some of the action below and shop this exclusive collection in store and online now at select Levi’s®, Myer (AU only) and Barkers (NZ only) stores.


#Culture  #Music



Amongst the buzz of BIGSOUND, we sit down with our 4 showcasing artists, who have big dreams and huge potential to take their music to the big stage. In a fun and quirky interview, hosted by Australian hip-hop artist and friend of the brand, Ziggy Ramo, we get to know the artists on a more personal level, plus get treated to an intimate acoustic performance.

In our first episode, we catch up with Dulcie, a 4-piece indie-pop girl band from Perth, Western Australia. Introducing Saskia Brittain (guitar/vocals), Ashleigh Carr-White (keys/vocals), Timieka Denton (bass/vocals) and Madison Hanley (drums). Sit back, relax and relish is the sweet, sweet harmonies that ensue.

If you’re just as obsessed with this girl gang as we are, make sure you’re following them on Spotify and keep posted with their whereabouts and upcoming tours on Instagram.

To read more about what we got up to at BIGSOUND, head on over to our wrap up post here.

#Culture  #Sustainability

How Every One Of Us Can Fight Climate Change


With global temperatures soaring and natural resources vanishing all around us, the climate crisis has reached a defining moment. We now know that climate change causes droughts, flooding, and storms that threaten communities. It can make entire species and ecosystems go extinct. It may even impact global food security at a scale we’ve never seen, forcing entire communities from their homes.

We still have a narrow window of time to curb the worst of the damage. That’s why this September is so important. While world leaders gather to find solutions at the United Nations Climate Action Summit, we encourage ordinary citizens of Planet Earth—including all of us here at Levi’s®—to participate in our own forms of climate-change activism.

Here’s how you can join us in getting involved.

Support the Strike
From September 20-27, as part of the worldwide Global Climate Strike, millions of protesters will walk out of their workplaces and schools, demanding a stop to the burning of planet-warming fossil fuels like coal and gas. Anyone can join the movement. Use this page to find events near you, sign up, or even start your own local climate strike.

Contact Your Representatives
Calling or emailing your elected officials is a direct, powerful way of making your voice heard. A lot of organisations even provide suggested emails and scripts if you’re not sure what to say.

Care For Your Clothes
All of our daily choices make a difference, and seemingly tiny decisions can make an enormous reduction in our carbon footprint — the amount of carbon dioxide each and every one of us is responsible for producing, directly or indirectly, in our day-to-day lives. As an apparel brand, we’re especially passionate about extending the life of our clothes. That’s why we encourage you to turn your old jeans into new, custom pieces through the Levi’s® Tailor Shop. We also hope you’ll wash them less — and line dry them if you do — to reduce carbon emissions and make them last longer. By taking these steps, you can help keep jeans out of landfills.

For a list of other easy, important changes you can make, visit the UN’s ActNow page.

We’ll Do Our Part
Creating anything affects the environment, and the fashion industry makes one of the biggest impacts out there. Millions of pounds of clothes continue to end up in landfills each year. And
although some brands are taking sustainability into account, many aren’t. We’re part of the problem — but we can also be part of the solution.

Levi Strauss & Co. is constantly looking at ways we can use fewer resources, design smarter and care for the people who make our clothes. We’ve been doing this for years and are proud to share all of the major improvements and updates we’ve made.

Recently, we reset our own carbon emission targets to help stop the average global temperature from rising past 1.5° Celsius — the point where we’ll start to see major natural systems change permanently. We’re one of only 28 companies committed to this change, and we encourage others to follow.

We’re not stopping there. Our goals include:

  • 100% renewable electricity in Levi’s® owned-and-operated facilities by the end of 2025
  • 100% sustainably sourced cotton from Better Cotton Initiative growers, organic cotton farms or recycled cotton suppliers by the end of 2020
  • Zero discharge of hazardous chemicals by the end of 2020
  • 80+% of Levi’s® products made with Water<Less techniques by the end of 2020

We care so much about these initiatives that we’re sharing what we learn along the way with the rest of the industry, to have the greatest impact possible. Because making smart decisions on climate change — and remembering the power we all have to speak up and take action — has never been more important.

Click here to learn more about what we stand for.

#Culture  #Events  #Music



I’ve been to my fair share of music festivals, but I must say there’s nothing quite like BIGSOUND.

Anchored in connecting emerging Australian and New Zealand artists with the who’s who in the music industry, this event is as equally rewarding for the lucky punters who know the value in adding this special event to their list of annual festivals. Fortitude Valley comes alive as the festival takes over. The sun shines down, the bucket hats come out, and the place buzzes as attendees are brought together by their common love of music.

Our friends over at BIGSOUND do such an incredible job pulling together such an epic program. Alongside the unbelievable line up of music, delegates have the opportunity to attend workshops, panel discussions, forums and talks from those working in or associated with the industry in some capacity. I was able to get along to see Andy King talk; for those who have seen the Fyre Festival documentary, you’ll understand why I, and hundreds of other delegates, were keen to see what he had to say for himself. In his very own words, “he’s the ultimate team player”, but he’s also hugely passionate about sustainability and managing events in a considerate way (something we can definitely get around).

The annual Levi’s® Showcase is the centrepiece of our involvement in BIGSOUND and a sure highlight. As a brand, we’re so lucky to have such strong roots in music and love that we’re able to provide a platform to showcase (some of) the greatest emerging Aussie talent. This year we had four artists playing – Dulcie, Stevan, TOWNS and Milan Ring – all with their own unique sounds and place in the scene. The sheer talent of these young musicians is remarkable.

Up first was Dulcie, a four-piece girl gang from WA with harmonies to boot. These girls are naturals on stage and their love of performing is so apparent. Their second single ‘Own Ground’ was a favourite amongst the crowd and will no doubt get a thrashing on the Levi’s® HQ playlist.

Stevan took to the stage next. This legend and his uber talented musical ensemble deliver a sound so unique that it’s difficult to place in any one genre. What’s much clearer is that they’re destined for big things.

TOWNS was next to treat us to their tunes. These guys have such an entertaining and engaging on stage presence and it’s no surprise they’ve capture the attention of the Adelaide music scene. Their latest single ‘Safe To Stay’ is an absolute winner. We can’t wait to see what’s next for them… a little birdie (them) tells us they have plenty of new music up their sleeves!

Closing out an awesome night was Milan Ring. Boy oh boy can this girl perform. From the moment she stepped on stage she had everyone’s attention. She has it all – as a singer, rapper, guitarist, producer and sound engineer – it’s only a matter of time until this girl takes off.

Check out some of the highlights from the party in the gallery above.

As an extension of the showcase, we spent the week capturing an exciting new web series, ‘Sound Check’. In a fun and quirky interview, hosted by legend Ziggy Ramo, we get to know the artists behind the music. Here’s the series trailer, which gives you a sneak peek of what’s to come. Stay tuned for the launch of our first episode tomorrow!


Outside of those on the showcase, we witnessed stand out performances from Tones & I, Adrian Eagle, Luboku, Kymie and K3. Needless to say, we feel pretty lucky to have such a strong pool of talent coming through and I can’t wait to see what the future holds for them.

We wrapped up a big week with the announcement of the next round of the Levi’s® Music Prize Winner. Awarded to the band who generated the most buzz during the week, we were stoked to present the prize to Gordon Koang. If you don’t know his music, or his story, I recommend taking the time to acquaint yourself!

Bring on BIGSOUND 2020! Put it in your diaries, friends – I’ll see you there.

Eliza Harley – Marketing, Levi’s® ANZ


Photography by Bianca Holderness & Tom Cole
Video by Monster Children Films