Apr 21, 2022
by James Roberts
Levi’s and The British Council Find Inspiration in Post-Consumer Denim
by James Roberts
Apr 21, 2022

You don’t always have to know the right answer or find the right solution straight away. Processes of experimentation and dreaming up thought- starters are just as valuable on the path to better and greener fashion and design.

That’s just what Levi’s and The British Council have explored in their latest partnership. The project looks to reimagine Levi’s post-consumer denim and find new, creative reinterpretations of the material. Working with Netherlands-based design-lab Envisions and British educational association STORE, an output of objects and workshops has been created to be exhibited at Levi’s Haus, London, the brand’s one-of-a-kind concept store dedicated to circularity, design and heritage.

Three areas of research have been explored: Mixing Fibers, Connecting Fabrics, and Exploring Yarns. From these categories, the designers have created 75 “experiments” with denim that use a myriad of different techniques, including 3D printing, weaving, braiding, and creating new materials such as denim composites and denim “fur.”

The project doesn’t seem to fall back on traditional means of repurposing denim and textile waste. Through open-ended experimentation, Levi’s and The British Council are looking for new ways to use post-consumer materials and develop new ways of thinking about circular ecosystems.

Envisions said, “When it comes to post-consumer denim, the sky’s the limit. Denim is a very well known material; we all recognise it as the pair of jeans we have in our wardrobes, but this exhibition will hopefully show denim’s capabilities beyond garment design. We wanted to challenge the possibilities of this iconic material we all know and love, and ultimately, encourage consumers to think about the principles of circular design.”

In addition to the exhibition, a series of free workshops led by STORE will be held at Levi’s Haus. This includes Indigo Wax Crayon Making, which teaches participants how to repurpose indigo ink extracted from jeans, and basket making using reinforced denim waste. Workshops will also be available to local schools.

The project is designed to educate and inspire its audiences. Dennis Goebel, VP Merchandising Levi’s(R) 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.”

The exhibition at Levi’s Haus in London will be open from April 20 to May 5.

Workshops are available exclusively through the Levi’s 247 app. There will also be a Makers Manual available with accompanying How To videos which bring the research to life for audiences everywhere.