Last weekend saw the global debut Hypebeast Flea London. This event brought local craftspeople together and celebrated 25 brands that were shaking up the industry.
One of these was streetwear label JehucalCommunity-focused sustainable outfit Air PangeaHandmade scent-maker Cremate. We teamed up each brand with Heritage Denim Expert, Levi’s® Exclusives only for events
The brands have partnered with Print Club London, an official screen-printing station to reimagine their well-known brand logos exclusively for Flea for visitors to customize Levi’s® products – either on new pieces they’ve purchased on the weekend or existing ones they’d brought with them. There was a choice of four application colors: white, blue, red and black. Guests could also choose to mix the colors for a unique, layered look.
The entire process was completed in just 5 minutes. From the setup of the screen printing station, to the application of paint and the use a UV light to speed up drying time. The immersive experience, which had people in line all weekend long, was a very popular activation for guests who wanted to make a unique piece of artwork to commemorate the event.
The Levi’s® space itself boasted an industrial aesthetic to complement the fence structures seen across the Flea venue – consisting of patterned rugs, plywood tables, and iconic red tab displays. Embracing the latest “Back in Blue” campaign’s theme of being a “uniform of self-expression,” its stall stocked a range of products with stand-out pieces including T-shirts, a selection of jeans styles such as its Ribcage Wide Leg, 501® ’54, and 565 Double Knee Pant as well as various colorways of its staple Trucker Jackets.
Check out the full recap of the Levi’s® stall and screen printing station in the video above. To shop its latest pieces, visit the brand’s website now.