May 20, the birthday of blue jeans, is "501® Day" for . In anticipation of this, the brand will launch a major global campaign from April to May every year starting in 2017.
This year again, various events will be held under the theme of "customization," but the highlight will be an art exhibition titled "LEVI'S® CUSTOMIZATION ART EXHIBITION "THERE IS NO WRONG". The main feature of the exhibition is an art exhibition titled "LEVI'S® CUSTOMIZATION ART EXHIBITION "THERE IS NO WRONG"". The exhibition will include a display of archival treasures from the vaults of the San Francisco headquarters, works by a total of 27 artists curated by Joe Garvey of Brooklyn design collective LQQK STUDIO, as well as an exhibition and sale of Levi's® products customized by the artists. Levi's®" that they have customized for the event will be on display and for sale. With so many interesting contents, we visited "The Mass Gallery" in Omotesando, where the exhibition will be held from April 6 (Fri.) to 8 (Sun.).
First of all, I immediately went to the gallery to see the artists' works on display, but they were still setting up, even though it was the day before the exhibition. Too bad. What struck me, however, was that Joe and his staff at Look Studio had set up the gallery with their own hands. I was knocked out from the start by their DIY spirit of not using a contractor, and by their persistence and spirit as artists. I am worried about whether I will be able to make it in time, but I will save the pleasure of the exhibition for the duration of the show.
Ms. Tracy , the only historian in charge of the Levi's® archives
As we moved to a different location, a madam appeared, dressed in a trucker jacket with a custom patch. She is wearing white gloves on her hands. She is a historian who manages and is the only one who is allowed to handle the treasured archives stored at the Levi's® headquarters. . She is a specialist who researches not only the history of Levi's®, but also denim fabrics, sewing, and all other aspects of the product. He brought special pieces from San Francisco for this exhibition.
Since this is an art exhibition, they have picked up about five pieces related to art. Before displaying them, we were given a special opportunity to see them.
Damien Hirst Bondage 501(R) Jeans, 2007
One-off vintage pants by British modern artist Damien Hirst. . denim applied fabric, with zipper and velcro. . the power of the paint flying off.
The layers of paint create a deep texture. . If you look closely, you can see that the sewing is also well made.
Keith Haring Print 501(R), 2008
This Keith Haring collaboration was produced for a Macy's Passport event in support of HIV/AIDS research.
Warhol Factory x Levi's(R) Illumination Jeans, 2006
A black light print on white jeans, combining two works from Andy Warhol's later years. . It looks ordinary at a glance, but when illuminated with black light, it glows and creates a fantastic atmosphere, as you can see.
Prison Pants, 1979
This is amazing. . written by an inmate who served over 30 years in a northern California prison using only a ballpoint pen and marker. The name is Prisoner Pants. I am astonished at the horror of it.
White Sta-Prest is used as the base, but the color of the ground cannot be determined due to the detailed writing. Using the pants as a canvas, the dark emotions are revealed as much as possible.
Punk Battle Vest, 1990s
This is a battle vest made by a Texas punk who made it himself. The piece is full of patches of favorite bands, studs, bleached & dyed afterwards, and more. When you get this far, it's now a fine piece of art.
Backed by the Partisans , a hardcore punk band from Wales. I like that it is hand-stitched.
These pieces will be on display for two days only, Saturday the 6th and Sunday the 7th, after which they will return to the vaults in San Francisco. This is a rare opportunity to see them in Japan, so don't miss it, even if you are not a "Levi's®" fan. You will definitely get a better sense of the greatness of the pieces when you see them in person.
Next, we are waiting for you to peek into the satellite studio of "Look Studio" . The walls are decorated with silk-screened plates by various artists. Curated by Joe of "Look Studio," who is a leading figure in the New York contemporary art scene, this is a gathering of up and coming artists. They are immersed in their work in anticipation of the art exhibition that opens tomorrow. The "Levi's ®︎" clothing was the canvas on which they worked, and they could be seen everywhere.
I had a special trucker jacket custom made. . I chose one of the many editions and had it silk-screen printed in the position of my choice. There were many different graphics that I was interested in, but this time I chose the edition designed by Joe of "Look Studio". I ordered prints on both shoulders and on the back.
ALEX, also of Look Studio, took care of the printing, carefully setting the plate and using a squeegee to print the paint evenly on the denim. After that, the print is pressed to fix the print in place, and the process is complete. I couldn't help but admire the skillful workmanship.
Here is the finished product. The thick rubber print asserts its individuality. . A completely one-of-a-kind item with your favorite design in your favorite position. The result is a perfect example of the "501®DAY" theme of "We are all collaborators," where we work together to create our own unique and personalized denim through the canvas of denim.
During this session, one-off pieces by all 27 artists who have created here will be available for purchase in the gift store attached to the event. In addition to trucker jackets, we also offer pants such as 501®, 502™, and 511™, shirts, T-shirts, sweatshirts, and more. Please take advantage of this opportunity to get your own special one.
. we conclude with a comment from Joe Garvey, who curated this art exhibition.
For this exhibition, we have gathered together some of our favorite artists from around the Look Studio community, all of whom are promising up-and-coming artists. All of the artists are up and coming, and we expect to see more of them in the future. Please take this opportunity to get a glimpse of New York as it is today.
Text_Yosuke Ishii
LEVI'S® CUSTOMIZATION ART EXHIBITION "THERE IS NO WRONG"
Dates: Saturday, April 6 - Monday, April 8, 2019
Location: The Mass Gallery
Address: 5-11-1 Jingumae, Shibuya-ku, Tokyo
Hours: 12:00-18:00
