levi's® tailor takeover
Within Levi's® R&D facility, the Eureka Lab, work a ton of incredibly gifted artisans and craftspeople who help set the tone and standards for how all Levi's® products will be modeled. A group of three badass women (Rachel, Laura, and Jen) make up the Master Tailor Shop at the Eureka Lab, where their primary role is to craft custom pieces for photoshoots, celebrities, and special limited-edition collaborations.
Knowing that a lot of their special pieces never see the light of day, but tell a rich story about the level of creativity and craft within the walls of Levi's®, we went into the top-secret Eureka Lab and shot an array of one-of-a-kind pieces and high-tech processes to share across Levi's® social platforms.
Note: this series has expanded due to market engagement and now includes special features of Tailor Shops around the world as well as fan submissions.
An AKQA San Francisco project for Levi's®.
CD: E.B. Davis
Writer: Zoë Drazen
Photographer: Marielle Sales