LEVI’s Pop-up @Beach Pride Festival
Belonging. Being with people who accept you for who you are. Feeling safe in an environment free of criticism, judgment, and unrealistic expectations. Whether it’s jeans, jackets, communities, and places you fit in, belonging can be a comforting and empowering sentiment.
LEVI’s is a supporter of this feeling because it is what gives people strength, what liberates them from convention and allows them to be unique. LEVI’s has a history of supporting the LGBTQ+ community since the 50s, back when they first removed the segregation of workers before the law. They’ve actively campaigned for LGBTQ+ rights ever since. As they put it: “Our core beliefs are rooted in empathy and courage. When we lead, others follow. As a market leader, we believe we have a role to play in helping to advance change on big issues like equal rights, and we will continue to be vocal supporters of equality and non-discrimination.” In 2019, LEVI’s overall message of the pride collection is togetherness; this design inspiration comes to life through the assortment with the ’70s/retro skate vibe – you can learn more here.
For the Beach Pride Festival at Heiligenhafen this year, we built a brand-centric pop-up that invited festivaliers into a safe and serene space, where they could also shop the current pride collection. LEVI’s supports diversity in all shapes and sizes and consequently briefed us to build a customization area – a Tailorshop – where people could embody their own style and preferences into the products. Proceeds from product sales have gone out to OutRight Action International, a global organization helping advance human rights for LGBTQ+ people everywhere.
The Beach Pride Festival was an excellent opportunity for the brand to showcase the values they live by and their genuine commitment to the people they serve.
Feel free to check out other interesting projects we did for Levi’s here.