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Levi’s and the British Council announce circular initiative to reimagine post-consumer denim

Jeremy Lim
11 April 2022

Levi’s is inviting designers to take part in its circular initiative as part of the brand’s digital residency with the British Council’s Making Matters programme.

The British Council’s Architecture Design and Fashion (ADF) programme and Levi's selected Netherlands-based design-lab, Envisions and British educational association, Store to co-develop a physical output for display in Levi’s Haus, the brand’s concept store dedicated to circularity, design and heritage.

The two collectives have focused their work on three categories, Mixing Fibres, Connecting Fabrics and Exploring Yarns, which will form the basis of a public exhibition in Levi’s Haus.

The store will showcase over 75 individual experiments, utilising techniques such as 3D printing, weaving, braiding and creating new materials such as denim composites, denim fur, and denim paint using indigo dye extracted from a pair of jeans.

The exhibition will be open to the public from 20 April to 5 May with workshop bookings available exclusively through the Levi’s 247 App.

Led by Store, the series of free workshops includes Indigo Wax Crayon Making, a denim fibre pulp after school club and Basket Making.

On the importance of creativity in the apparel industry, Dennis Goebel, VP Merchandising Levi’s North Europe said: "At Levi’s, we believe in being a positive force for change for our communities. We work hard every day to ensure our values are an intrinsic part of everything we do and what’s been fantastic about this project is how it brings so many of these values together to create something truly exciting."

Sevra Davis, Director of Architecture Design and Fashion at the British Council added: "The British Council is the UK’s cultural relations organisation and the work of the Architecture Design and Fashion programme seeks to address today’s global challenges by connecting designers and design communities exploring the social and cultural value of a wide range of design disciplines.

"The Levi’s digital residency capitalises on the power of bilateral collaboration, offering the opportunity to share and exchange knowledge and design practices across borders, reaching a wider audience and challenging perceptions."

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