YR x Levi’s
We teamed up with the classic heritage brand in their flagship store to create awareness for pride month and LGBT inclusion.
Levi’s has been a longstanding, vocal supporter of equality and non-discrimination. Levi’s are engaged in the battle for equal rights on many fronts, with a long history of supporting the LGBTQ community. Building on the success of their previous Pride collection, Levi’s went one step further and put on a series of events around 2017’s Pride in London celebration, giving back to the local community.
The theme of 2017’s collection was ‘Fight Stigma’ – a message that has rippled across the globe for decades and captures the longstanding values of Levi Strauss & Co. and their commitment to fighting for and protecting the rights of the LGBTQ community.
YR Live were invited to power the print pop-up with our expertise in live in-store customization. The collaboration featured high quality direct-to-garment printing and t-shirts had a turnaround time of just 5 minutes. This avenue of customization was the first of its kind for the Levi’s brand.
The entire design experience was aimed to compliment the campaign’s initiatives to celebrate diversity, embrace individuality, and fight for equal rights in every community. Grabbing the attention of young people in a digital format was crucial to capture our audience in a way which spoke to them best, enabling us to spread awareness of HIV/AIDS within the LGBT community.