As Global Director of Concept and Innovation, I led a team of designers who searched the Levi’s archives and leaned into our heritage to create incredible reproduction vintage garments, fabrics, and washes. All while telling the 150-year history of the blue jean. It was an opportunity to study the heart and soul of American denim and the evolution of the jean. Creating replicas required different thinking and skills from designing a line of jeans for the mainline. It was a process of peeling away years of automation and production short cuts to create something that felt authentically like it came from a different place and time. We made garments that could sit side by side with the original and match every stitch, every fade, every trim.
