This year’s Levi’s pride collection and accessories were designed to raise awareness about stigma. 100% of proceeds were donated to support their partners, the Harvey Milk Foundation and Stonewall Community foundation.
As an extension to this Levi’s were looking into ways to celebrate Pride. They achieved this by creating an experiential space that introduced customization. Customers could manipulate artwork, create personal messages, and place onto products. Having the garments printed in minutes added to the unique experience. Successful in terms of engagement and sales the project has been extended to stores globally with variations on themes and materials. We introduced customization specialists YR Store for the design, production, installation and produced animated content for all screens.