The goal of San Francisco’s Eureka Lab, which first opened in 2013, is to provide the space for the brand’s denim specialists to experiment with existing silhouettes while imbuing products with modern technologies. Its processes precede mass development, meaning any new fit or material is tested in the Eureka Lab before it hits the market. The highly-successful Commuter collection is just an example of its productions. This season, we find Levi’s Eureka Lab working directly with one Nicolai Sclater – the British artist perhaps better known as Ornamental Conifer – on a creative new capsule. Like the margins of a notebook, Ornamental Conifer’s work expresses irreverent, bold, and boyishly honest exclamations in hand-drawn glory. It is voraciously drawn on canvases, skateboards, T-shirts, helmets, leather jackets – pretty much anything the artist can touch. Before arriving at the Levi’s Eureka Lab, Ornamental Conifer was handed a roll of premium white Levi’s denim to customize. From there he went to work — drawing, coloring and customizing this blank canvas to represent an original printed textile. Once complete, the custom printed fabric was then processed into a one-off capsule comprised of the iconic Levi’s Trucker jacket and 501 jeans. The artist worked closely with Levi’s Head of Global Design, Jonathan Cheung, throughout the process, collaborating on design details, comparing color options for rivets and deciding the placement of the signature leather Levi’s patch. Finally, the pieces were finished with a wearing process to give them a worn, vintage look. Enjoy a look at the making of this special capsule in the gallery above.
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