Levi's, Paris: Escalator View
08 May. 2012
LEVI’S LANDS AT CHAMPS ÉLYSÉES
Levi's® Champs Elysées Opening Trailer
As international fashion capitol and cultural epicentre of art and young avant-garde, Paris was chosen as the ideal location for Levi’s. The three storied site offers a tailor shop where customers may let their denim pieces change and adjust individually. On 650 sqm of vintage design sales floor, Levi’s celebrates the strong connection of its US origin with the French jeans heritage which dates back to the 17th century. Back then, the Frenchman Serge de Nîmes established the tradition of the denim fabric made in his town Nîmes in France. This procedure was picked up by Levi Strauss and Jacob Davis hundred years later when they produced the first blue jeans in America.
Levi’s will enable various Franco-American collaborations to use its new Paris facility in order to continue the cultural connection. Over a period of two months after the opening of the new store, music icon Pedro Winter (alias Busy P) of Ed Banger Records (Paris) and James Murphy of LCD Soundsystem/DFA Records (New York) and the street artists Mr. Andre (Paris) and Shepard Fairey (Los Angeles) will spread the word of the common spirit and culture of the two countries with inspiring music and art installations, limited editions of joint fashion collections and a series of events, movie shows and interactive workshops.
The new store is the second largest Levi’s store in Europe after the one in London’s Regent Street.
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