‘A case study in Californian design’
Levi’s is one of the worlds few truly iconic brands – it represents a century and a half of great products, great ideas and great brand values.
When I joined, Levi’s was in transition from being a regionally organized global brand, with design offices throughout the globe to centrally organized, with a global San Francisco based team. We were the most diverse team I have worked on, united by a love for Levi’s and a drive to celebrate the brand’s heritage and ensuring its relevance in the future.
Rooted in Levi’s brand pillars of Craft, Innovation and sustainability, my tasks were to develop a non-denim, White Tab platform and to develop directional work that move the brand forward, like the Levi’s California collection.
In addition to designing the collection, my work consisted of archival research of Levi’s products, cultural history and research of Californian history and culture – past and present - to use as the foundation for new product development.
At Levi’s I learned the importance of brand values, of sustainability and innovation. I am grateful for these learnings, and they have become a permanent part of my life and work.
