Levi's embraces DIY-style fashion and customization through its new modern tool INK. The high-tech device is fully programmable and it allows users to print their custom design onto a piece of cloth. INK is debuted via a mobile pop-up experience — Levi's Tailor Shop, that has been setting camp at festivals and events in Germany and Switzerland.
Levi's is operating on multiple levels during its 'We Are All Collaborators' tour. For one, the brand is embracing the serge for DIY-style fashion and the importance of personalization. Secondly, the customization tool is an interesting piece of technology that creates an active agent of the consumer who has input in the final design of the piece. Thirdly, since Levi's is largely affiliated with outfitting musicians and creatives, the festival environment for its DIY-style fashion pop-up is absolutely ideal.
Photo Credits: Kelvyn Colt