Levi’s photo opportunity

Levi’s is continuing with its ‘Ready To Work’ campaign in the US, as the fashion brand gets to grips with its work ethic heritage in a series of altruistic community based gestures.

First the brand sponsored the US town of Braddock, one of America’s pioneer ‘underdog-made-good’ towns amid the global recession, aligning with its community of artists, craftsmen, musicians and business owners who put the town back on its feet.

At the same time the fashion brand started to roll out a series of branded popup based activations, with the first being a hands on print workshop in San Francisco, enabling members of the local community to get creative with crafts such as silk screen screening and print making.

The latest effort in the campaign is a photo workshop in New York, once again pushing the themes of creativity, history and education. The shop will feature vintage camera hire, access to studio space and professional lighting equipment, as well as light boxes, photo printers and a selection of on hand experts to offer advice. Collaborators in the project include photographer Bruce Davidson, chef April Bloomfield and Yeah Yeah Yeahs guitarist Nick Zinner.

The ten week long popup will focus on New York’s photographic heritage, with a series of walking photography tours and exhibition planned to roll out in the coming weeks. For the full line up of events, check Levi’s listings here.

Joshua Katz, Levi's head of Collaborations, Partnerships and Creative Concepts – and the man behind both activations –believes that fashion brands have "a certain obligation to the people that wear them, to continue to solve their problems through products and be responsible members of their community."

He goes on to say that a lot of brands avoid this level of community commitment because “it's hard, it's tiring” – once again restating Levi’s commitment to the concept of ‘work’ as opposed to the often much easier campaign headline of ‘play’.

It’s a bold statement and so far a campaign that has managed to out creativity and – in many ways more importantly – people at its core.

The next popup is apparently set to focus on music, and if its anything like the recent 'Levi’s Pioneer Sessions’ it will well be worth getting into the community sport to experience it when it arrives in a US city shortly.

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