Levi’s Fresh is a special collection of clothing launched by Levi Strauss & Co. in spring 2022. The fashion line originated from the in-house rediscovery of an earlier 1970s “Fresh“ collection. A new concept was developed that combined this inspiration with both a contemporary fashion appeal and the will to achieve more sustainability. To that end, Levi’s explored water-saving dying methods and dyes extracted from natural resources like minerals and plants.
The marketing concept oscillates between 1970s and 2022 aesthetics and revolves around the key term “fresh”. This is reflected in the coloring scheme as much as in the mise-en-scène of the points of sale that allude to fruit and juice stands. The videos were directed by Netti Hurley and produced by Stink Films, with supervision by OPM.
Fruity colors were also applied to the typography. The main title “Levi’s Fresh“ is set in Signal Compressed, designed by Emmanuel Besse and published by Production Type. Inspired by French road signage painted on the street, Signal Compressed sports an inverted contrast in which horizontals are thicker than verticals – clearly a fresh feature.