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Levi’s wanted to explore the role that denim plays in fashion and identity on a global scale. They needed their design, marketing, and visual merchandising teams to connect with and fully comprehend the diverse cultural and visual iterations of denim worldwide.
INTO embarked on a journey to explore, photograph, and film denim youth culture and its urban points of reference in more than 14 cities, including London, Mumbai, New Delhi, San Francisco, Denver, Chicago, Paris, Hong Kong, Beijing, Shanghai, St. Petersburg, Moscow, Gothenburg, and Tokyo.
SPECIAL EDITION HERO BOOKS
INTO created and produced a series of 12 books covering visual culture in the selected cities. Each book contains hundreds of photographs, in addition to striking personal stories and relevant perspectives from the interviews conducted.
VISUAL CAMPAIGN
Levi’s used INTO’s world-class photos for social media campaigns and a gallery exhibition at Levi Strauss HQ in San Francisco.
CULTURE MAPPING
Through interviews, observation, and immersion, our team uncovered interactions between culture, self-expression, identity, and geographic space. Levi’s used these insights to strategically and successfully compete in specific territories, and to advance objectives such as the identification of locations for flagship stores in New Delhi, London, and other cities.
CULTURAL INSIGHTS
INTO spent time intentionally connecting with participants in each site. Our investigation into visual trends, location- and culture-specific style variants, and form versus function dilemmas across the world provided research insights and visual outputs needed by the design, marketing, and visual merchandising teams at Levi’s.
“Mon Amour!
She saw me on the street and said: Hey mister, are you looking at me?
I said, I have one eye on this moment and one eye on eternity.
I said: Yeah, I’m looking at you.
She smiled. And that’s the whole story, son. Paris.”
