Race in cars made from soap boxes and a new collection Levi’s Vintage Clothing. Are you wondering in vain what these things could have in common? As unusual as it sounds, the new clothing line of this denim brand was inspired by an original event from 1975. The campaign itself, in the spirit of historical photographs, speaks of its retro look. Get in and enjoy the ride with the scent of rebellion and joy.
Soap cars
To understand the essence of the entire collection, we have to go back in time a few decades to 1975. It was then that the San Francisco Museum of Art decided to change its name to the San Francisco Museum of Modern Art, and the renaming was to be accompanied by a spectacular event –
Soapbox Derby. Local artists were given $250 to create their own racing car out of soap boxes. They then let John McLaren down the hill. This event, with its eccentricity, perfectly fit into the cultural history of this extraordinary city and was sponsored by a number of local businesses, Levi Strauss & Co. without exception. And the new Levi’s Vintage Clothing collection testifies to its success.
Collection from the archive
It couldn’t possibly be more retro. The colors, the style and the whole tuning take us back to the 60s and 70s and we can thus reveal the style of Levi’s archive pieces. Concept Soapbox collection the color palette of the entire line also matches, with faded and faded pieces in brown, orange, yellow, blue and pastel tones. These stand out on colorful shirts, sweaters, loose t-shirts, vests and retro jackets. There is also denim, even in the form of slacks or bell bottoms. Everything is also illustrated by the campaign for the collection, which is carried in the spirit of bohemian California full of artistic creation and rebellion. The photos try to capture the adventurous mood of the race and also depict replicas of cars made from soap boxes.
Photo: Levi’s
Source: www.luxurymag.cz
