For as long as I’ve been acquainted with the brand, the Levi’s trademark has been synonymous with craftsmanship, durability and of course timeless fashion. The company is built on so much more than just the iconic 501 blue jeans that find its place in just about everyone’s closet. When established in 1873, its purpose was to create denim pants with superior detailing, such as copper rivets to reinforce points of strains and to endure the toughest wear and tear of everyday work. With such a rich history, the company has really put a lot of emphasis on heritage. With fall just around the corner, Levi’s is yet again reiterating their commitment to tradition with a collaborative project with another established clothing company catering to the great American outdoors, and a musical project with some of the most recognizable musicians today.
As another American outdoors-y company with its feet firmly rooted in producing high quality garments, Filson is another century old company which has found their garments on the backs and waists of hunters, fisherman, engineers, explorers and just about anyone who has to survive whatever harshness nature has to throw at them. So it only makes sense that Levi’s got together with them to put together a line that’s truly made for the great outdoors. The collection itself is really a demonstration of how both apparel companies withstood hardships of both time and nature by doing what they do best – combining traditional quality craftsmanship with technologies that still make them relevent in today’s world.
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For the collection, they’ve even gotten together with the firefighters of the Grayback Forestry Company in Oregon and online television current affairs specialist VBS.TV to create a short documentary. It gives a glimpse of the daily lives of these firefighters, who put their lives at risk in the woods of Medford, Oregon where they make the most of their Levi’s and Filson products to help them get through their day. The result is a bona fide testimonial on how these garments hold up to the callousness of their work and play. You can watch the documentary in its entirety here.
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Alas, if you haven’t yet, be sure to take a look at Levi’s Pioneer Sessions 2010 Revival Recordings. Much like part of the Dr. Martens’ 50th anniversary celebrations, the Pioneer Sessions is an initiative inviting a dozen pioneering recording artists spanning various genres to remake classic songs which influenced them. The impressive list includes Jason Mraz (video above), John Legend & The Roots, Raphael Saadiq, Ryan Bingham, Nas and many more. It is quite a remarkable sight to see your favourite musicians talk about the influential artists before their time that inspired and shaped them into who they are today.