CONCEPT & TARGET AUDIENCEMy concept for this brief 'a brief history of...' is going to be about levis strauss , I will explore and research into the history and key points of the brand from 1853 to present. Looking into the powerful advertising , the asthetics and how its grown as a brand .

My target audience will be from any ages after 16+ . People who can afford levis. My target audience will also be aimed at americans , where the brand orginiated from and people who love levis.

FIRST CONCEPT & THUMBNAILS

My first concept was to create a A0 scaled paper pair of jeans with the content inside running down each leg. Unfornatualy i realised i couldnt print A0 double sided so i decided to create some more thumbnails to come up with the best possible outcome for my design.

THUMBNAILS AND DESIGN IDEAS

I will design a denim pocket slightly larger than my A5 publication it will be attatched to mouth board and my publication will go inside of the pocket like a holder. I will use the same denim material for the background and the pocket..

I will also sew my Levis Strauss label to the publication packaging.

PRIMARY RESEARCH

These are images i took from the Levis store in Leeds.

PRIMARY RESEARCH

I also decided to do some primary research of some Levis vintage clothing i found these at Urban Outfitters.

RESEARCH

Watching videos about the history of levis was so helpful. especially the Levi Strauss History as it explained Levi Strauss and how he become the inventor of the most popular clothing of our time.

RESEARCH

OUR COMMITMENT TO SOCIAL RESPONSIBILITY

For more than 155 years, Levi Strauss & Co. has sought to bring the pioneering values of empathy, originality, integrity and courage to life in how we make our products, run our company and take bold stands on the issues of our times. We strive to take bold stands and risks, occasionally supporting potentially unpopular causes because we know they make a difference, and we continue to break new ground with best practices in corporate social responsibility. In 1991,we created our supplier code of conduct making us the first multinational apparel retailer to create a comprehensive set of principles for manufacturing.

OUR COMMITMENT TO SUSTAINABILITY

We have taken a lifecycle approach to understanding how we can reduce the impact of our products. From promotingthe growth of sustainable cotton to changing how consumers care for their clothes, we want to embed sustainabilityinto everything we touch. We are committed to achieving carbon neutrality by reducing our energy consumption andmoving to the use of 100% renewable energy — first in our operations, and then throughout the supply chain.

I wanted to include these two statments in my publication there important and are vital to the hertiage and sustainability of the clothing brand. I also found a large timeline which ive selected the most inportant information to use in my work.

FACTS

WORLD’S OLDEST PAIR OF JEANS STILL AROUND: Dubbed the “XX”, this pair is believed to be made in 1879,and stored in a guarded fire-proof safe at the Levi Strauss & Co. archives in San Francisco, Calif. Their estimated worth is over $150,000.

IN FULL BLOOM: A men’s pair of Levi’s® 501 jeans are made with about 1.7 pounds of cotton. That amount of cotton, uncompressed, is roughly the size of a basketball.

KHAKI AT THE HELM: The Dockers® brand name evolved during the Falklands War between the United Kingdom and Argentina, and the term “dockers” refers to British longshoremen. The wings and anchor logo are derived from an original design made by Levi Strauss Japan.

AN OLYMPIC MIRACLE: At the 1980 Olympics in Lake Placid, New York, Levi Strauss & Co. provided the official blue velour tracksuits of the gold-medal winning United States hockey team that beat Russia in a game dubbed,“The Miracle on Ice.”

JEAN-ETIC TRANSFORMATION: Inside the walls of the newly remodeled Levi Strauss & Co. headquarters inSan Francisco, Calif., there are 25,500 pairs of jeans in the form of recycled-denim insulation.

SHIVER ME TIMBERS: At the Levi Strauss & Co. headquarters in San Francisco, Calif., the remains of a GoldRush era ship are buried beneath a massive granite fountain. The vessel is either the William Gray or the English ship Palmyra.

PAYING IT FORWARD: The Levi Strauss Foundation has donated $268 million since 1953. But we’ve been giving since long before then. In 1871, the company gave $100 to the Chicago Relief Fund; after the Great Chicago Fire, which is equivalent to $1,535.00 in today’s dollars.

ALL THE TYPES:-

Products

Lines include:

* Red Tab * Silver Tab (this line started in 1990 and is marketed to a more fashion-forward demographic; the last five years this line got a make-over to resemble an urbanwear look rather than the traditional Levi’s look)

* Dockers * Levi Strauss * Type 1 - discontinued but still available in Asia * Engineered - discontinued but still available in Asia * Circle R * Red Loop * Levi’s Vintage Clothing（L.V.C) * Levi Strauss Signature * Next Cube Blue Print (N3BP) * Capital E

Denim giant Levi Strauss has designed a pair of jeans, called RedWire DLX Jeans, able to control a wearer’s Apple iPod music player. The RedWire DLX Jeans will have an iPod remote control and docking station fitted in its pockets, and comes complete with attached headphones. To be launched in August 2006, the jeans will cost approximately $250. Levi Strauss is not the first to produce iPod-compatible clothing, but it is believed to be the first to do so for trousers or jeans. No details of how exactly the owner will be able to wash them have been released.

In 2000, the “Launderette” advert for Levi’s 501s was named the 6th best television commercial of all time, in a poll conducted by The Sunday Times and Channel 4, a UK Based Television channel & newspaper.

ALL THE TYPES:-* 501 Button Fly * 503 Skinny (women) * 504 Slouch Straight (women) * 505 Straight Leg * 506 Standard Fit (men) * 507 Boot Cut (Men) * 508 Loose (Men) * 509 Loose (Men) * 511 Skinny (Men) * 512 Boot Cut (Men) * 512 Slim Fit (Men * 514 Slim (Men) * 514 Slouch Boot Cut (women) * 515 Boot Cut (women) * 516 Slim Fit (discontinued) * 517 Boot Cut (men) * 518 Superlow Boot Cut (women) * 519 Flared (women)(discontinued) * 519 Flared (women)(discontinued) * 522 Stretch (men) * 524 Classic Straight Cut (men) * 525 Boot Cut (women) * 527 Low Boot (men) * 529 Slim Boot Cut (Women) * 529 Low Straight (men)(discontinued) * 539 Comfort Straight (men) * 542 Low Straight/Low Flared (women) * 544 Boot Cut (women) * 550 Relaxed Fit

* 551 Flare (women) * 552 Mid-Rise Straight (women) * 555 Relaxed Fit Straight (discontinued) * 556 “Billie May” Regular Fit (women) * 557 “Eve” Square-Cut (women) * 558 “Patty Anne” Slim Fit (women) * 559 “Marissa” Square-Cut Boot (women) * 559 straight relaxed (men) * 560 Comfort Fit (men) * 565 Wide Leg, Loose Fit (women) * 567 Loose Boot Cut (men) * 569 Loose Straight (men) * 570 Straight Fit (women) * 571 Slim Fit (women) * 572 Boot Cut (women) * 573 Loose Fit (women) * 576 Loose Fit (women) * 579 “Bobby Anne” Skinny * 581 Boot Cut (men) * 584 Boot Cut stretch (men) * 606 Skinny * 646 Bellbottom (Men) * 646 Capital E Vintage Flared (women) * 901 Tapered (men) * 907 Twisted Boot cut (men) * 927 Boot Cut (men) * Capital E Skimmer Skinny (women) * Premium City Straight (women) * Type 1 Iconic Fit * Type 1 Real Loose * Type 1 Tough Boot

Orange tabs(europe): * 630 straight * 631 skinny * 632 bell * 622 big bell * 637 big bell * 602 big bell

400 series is mosts twill pants in Khaki and Tan, 1960s, plus stretch Levi’s

600 series is an assorted selection, including men’s black jeans, yarn-dyed (601), boys, mostly sanforized jeans (601, in the 60s, 602, 603, 604, up to 640)

700 is the women’s series, includ-ing the 701 Lady Levi’s (1935), 710 up is men’s shirts, mostly twill (1960s)

800 is mostly Slim fit jeans in tan, sand and black twill. 801 is most-ly shorts, in sand twill, Bravo Blue Twill, all from roughly 1962-66.

RESEARCH - ADVERTISING

I will explore into old Levi advertising and compare and contrast with up to date Levi adverts & campaigns to see the change over the years as the Levis brand grew.

RESEARCH - ADVERTISING

These Levis advertisments are fresh & powerful using quotes and imagery to advertise and communicate.

I will compare them to Levis first advertisments.

LEVIS GO FORTH

Levi GO FORTH campaigns - There so many go forth posters and quotes along side videos and advertisments i will focus a section of my publication on them and how powerful they are.

CONTENT MAIN

History of Levi Strauss & the making of the Jeans

GO FORTH QUOTES

Key points & moves when Levis conquerd America

GO FORTH QUOTES

Old Levi advertising

All the types & styles of the brand

Vintage LevisGO FORTH QUOTES

Levis GO FORTH Campaign

Levis Advertising now

GO FORTH QUOTES

STOCK AND TYPE

I bought some denim material for my book packaging for the pocket and i also bought some hassian to try and screen print some ‘GO FORTH’ quotes on to. I also took the Levis label from my denim jacket to sew on to my packaging.

For my stock for my publication i will use somthing that gives an organic feel and asthetic. I will also make my publication A5.

I will use Trade Gothic for most of my body copy i will also use Bodoni for some of the body copy and headers. These are the typefaces used by Levi’s. I also found a type called ‘Levis Brush’ Which isnt exactly the same but is very close to the type used for the ‘GO FORTH’ campaigns.

SCREEN PRINTING & BINDING & COLOUR SCHEME

I want to screen print a ‘Go Forth’ Campaign quote on to hessian material to create a organic and orginal feel to my publication.

I dont want to over power the publiation with lots of different colours and stock , i will keep to the same theme as the Levis brand does and i will use red and black text. The stock i use will be an organic colour.

I will use stitch book binding to bind my publication together i will use some of my hessian material to plait and thread through to give the publication an original and organic feel.