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Levi’s® X Jacquard™ by Google Launch Event

10.Oct.2019

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.

 

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Levi’s® x Stranger Things Collection Launch

09.Jul.2019

On the 4th of July we celebrated the release of Stranger Things Season 3 and the launch of the new Levi’s® x Stranger Things Collection with an unforgettable party at Melbourne’s Geddes Lane Ballroom.

A guest list of 550 strong saw us getting upside down with a selection of media, influencers and all-time legends who sure know how to party.

Guests were greeted in Geddes Lane with offers of New York style pizza and hotdogs before they entered the venue and were thrown into the quirky town of Hawkins, Indiana. ‘The Upside Down’, Starcourt Mall, Palace Arcade and the Byers’ living room were all brought to life throughout the venue and provided the perfect backdrop for an epic 4th of July celebration. A seriously cool TV installation screened the S3 trailer and gave guests every reason to want to binge watch the whole season.

Stranger Things inspired cocktails and tasty brews kindly provided by Goose Island were a real hit.

Guests included Harvey Miller (Client Liaison), Freddie Crabs (Sticky Fingers), Alex Laska (Kingswood), April Pengillly, Justin Lacko and Tim Kano, who was looking the goods sporting one of our favourites from the Collection, the Stranger Things Crewneck Sweatshirt.

Our friends at Surfstitch were there to showcase the collection and provide everybody the opportunity to add the limited-edition Levi’s® X Stranger Things pieces to their wardrobe.

Setting the tone for the event was a killer opening set from synth wizard, Luke Million. His remix of the Stranger Things theme song was an obvious highlight, but witnessing Luke absolutely shredding on his keytar – that really was something else.

Up next was Sydney 4-piece, I Know Leopard, and what a set it was! Playing a bunch of favourites including Love Is A Landmind, as well as showcasing some newer tracks, these guys brought such awesome energy to the stage and ensured the crowd followed suit. This crew leave us so excited about the future of Australian music. So much talent. We can’t wait to see what’s next for them.

Closing out the night was Genesis Owusu, straight from Canberra, and boy did he and his crew light things up. This guy absolutely oozes cool. His stage presence is so unique – literally impossible to put into words (you’ll just have to check him out for yourself). The crowd was completely under his control – you would have been hard pressed to find somebody not jumping around in time with him – it was electric. Piece of advice, if you don’t know him – get to know him!

The Levi’s® Tailor Shop was popped up in the green room, with master tailor Ant Hill customising Trucker Jackets for our featuring artists and their friends.

All in all, it was a party for the ages. If we could go back and do it all again, we would! See for yourself by checking out some of the photos above and our event wrap video below…

Video by Ryan Sauer.

Photography by Tintin Hedberg, Kane Hibberd & Marcel Aucar.

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BIGSOUND: 2018 Levi’s® Showcase

29.Oct.2018

As a music fan in Australia, I’ve always been aware of how lucky we are to have such a dynamic and rich music scene.

My younger years were spent bouncing from gig to gig, and cycling through a handful of annual festivals and events. I’ll admit – many of these festivals were made even more attractive given their Byron Bay location. Sunshine and music? Not a bad combination, and one that BIGSOUND have also totally nailed – with their own distinct, Brisbane flair.

BIGSOUND is an annual event that gives everyone from musicians, industry members, brands, media and music lovers the opportunity to connect with the future of Australian music (…the Brissy sun in September is just an added bonus).

I first attended BIGSOUND in 2017, my first year working for Levi’s® and the year we launched the Levi’s® Music Prize in partnership with Sounds Australia and QMusic. Needless to say, I’d been looking forward to BIGSOUND ’18 for some time, and it did not disappoint.

This year, the 2018 Levi’s® Showcase was a certain highlight – featuring a diverse mix of up-and-coming talent from around Australia: Sunscreen, Bugs, Kwame and G Flip.

Sunscreen took to the stage first with their chilled out, crisp sound proving the perfect introduction to the night. Their hit ‘Voices’ was a crowd-pleaser, and their fondness for playing live was evident throughout the entire set.

Next up, Bugs were on. Described by Triple J unearthed as ‘trio of boyish Brisbane blokes making infectiously happy noise’, Bugs delivered exactly that – infectiously happy noise to an equally happy crowd (you’ll know what I mean after watching the video above….). Dramatic stage jumps, passionate embraces and double denim – a standard set, right?

Our friend Kwame was next to take the stage. We worked with Kwame and his team on a special event earlier this year, and I was totally blown away. His performance at our 2018 Showcase was another level up again – engaging and dynamic with an endearingly modest and grateful undertone. This guy is exciting, and I can’t wait to see what’s next for him.

The final artist on the bill was the charming and affable G Flip. A Melbourne singer, producer and multi-instrumentalist – G Flip made her BIGSOUND debut this year after attending last year as a fan with her Paul-Kelly-lookalike-Dad in tow (see video here, worth a watch). Seeing G Flip perform her breakout single ‘About You’ live was a pretty perfect end to the evening. Admittedly, I found myself regularly distracted by her capacity to sing while playing the drums with such intensity. How do you keep your voice balanced while banging at a drum kit? Seriously!?

I’ve got to say, It’s pretty special seeing young groups totally owning a stage as all of the artists at BIGSOUND did. Beyond the four artists featured at the 2018 Levi’s® Showcase, there were plenty more highlights over the four day festival. Personal standouts were Kaiit, Adrian Eagle, No Mono and Pink Matter.

BIGSOUND is a warm, dynamic and community-driven event that is getting better and better each year. There really is nothing like it.

Bring on 2019.

Bridget Hanson
Marketing, Levi’s® ANZ

 

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The Levi’s® House, Sydney

15.May.2018

Late last week we hosted a two day shindig in a sweet pad on the cliffs of South Coogee in Sydney. The weather turned it on for us as we welcomed a tight group of media and key influencers to enjoy lunch by the sea.

A brief model moment showcasing the Levi’s® Spring/Summer 2018 Collection ensued as we enjoyed the R&B vibes of Melbourne songstress KAIIT.

Various spaces within the house were set up with latest collections from Red Tab, Made & Crafted and Levi’s® Authorized Vintage – all of which were received with excitement by the fashion crowd in attendance.

The infamous Levi’s® Tailor Shop held pride of place where four customization stations were set up showcasing the work from our master tailor – Anthony Wicks; as well as guest artists in residence for the event – Kentaro Yoshida, Freddie from All My Relations and Sophia Athas from Hatrik Vintage.

Guests were gifted Levi’s® Authorized Vintage Jeans; as well as having the opportunity to have their fave piece of Levi’s® customized over the two days.

As the sun went down we welcomed a new array of guests consisting of music industry, influencers and local Sydney crew and friends of the brand.

Drinks were kindly provided by Aperol, Young Henry’s, Sailor Jerry and Rok Kombucha.

Kwame kicked off the night with a killer set that got the crowd dancing, followed by bass slapping beats from Touch Sensitive.

In-between live sets we had Alys Hale taking to the decks with her fave tunes and unique sense of style.

Guests included Isabella Manfredi, Jack Moffitt, Harvey Miller, Saasha Burns, Carlie Fowler, James Mattherson, Jono Friend, Elle Ferguson and Holly Ryan.

Check out some of the photos from the two days here and our event wrap video bellow…

Photography by Lucy Rose and Life Without Andy.

Music Credit – Lay Down by Touch Sensitive.

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