Levi’s Red was a revolutionary new product line, set to lead the global jeanswear category. The fabric was influenced by ancient oriental methods of production using natural cotton, coloured with indigo blue dye.
For the Levi’s Red Press Pack we created a leather-bound booklet using delicate Chinese papers and aged parchment to give it the spirit of a distant, oriental past. It became the notebook of a global traveler, filled with old travel tickets and sketches from around the globe. The center pages were dedicated to images of the product line and its philosophy. Levi’s Red went on to be sold throughout premium European retailers and to challenge the norms of the denim industry.
Scope of workproduction