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Nigel TAYLOR Published
April 12, 2025
Levi’s has been inviting UK designers to “reimagine post-consumer denim” as part of the brand’s ongoing commitment to sustainability and innovation.
The US denim giant is partnering with the British Council’s Architecture Design Fashion (ADF) programme to “create new opportunities for the UK design sector around the globe, through collaboration and exchange; promoting deeper understanding of ourselves, our world and each other through design”.
As part of Levi’s “digital residency” with the British Council’s Making Mattersprogramme, Levi’s and ADF have selected two collectives to collaborate on a body of work “which demonstrates an innovative approach to circular design” using Levi’s denim offcuts.
British educational association STORE and Netherlands-based design-lab Envisions were chosen to share their practice and co-develop a physical output for display in Levi’s Haus, London, the brand’s concept store dedicated to circularity, design and heritage.
Together, STORE and Envisions have focused their work on three categories: mixing fibres, connecting fabrics and exploring yarns. These areas of research form the basis of a public exhibition (opening April 20 until May 5) in Levi’s Haus, London.
It showcases over 75 individual experiments, using techniques such as 3D printing, weaving, braiding and creating new materials such as denim composites, denim fur, and denim paint using indigo dye extracted from a pair of jeans.
Dennis Goebel, VP Merchandising Levi’s North Europe, said: “We believe in being a positive force for change for our communities. From intercultural collaboration, to environmental activism, to the sheer innovation and creativity of envisions and STORE, the work we have delivered together may not be a solution to the wider issues of sustainability, but we hope its optimism inspires further conversation and collaboration as we all look forward to a better future.”
On the possibilities of post-consumer denim, STORE added: “The material’s former life gives you a lot of clues about what you can make. Every stage of production, from harvesting the cotton plant, weaving the threads to dying the fabric helps to generate ideas. Cotton fibres, cotton threads and cotton fabric are all distinct with special material qualities.”