The Levi's® Brand Opens the Second Incarnation of Its Levi's® Workshops in New York City The Levi's® Photo Workshop Will Use the Craft of Photography to Celebrate the Work of Modern-Day Pioneers with Public Events and Educational Programs

SAN FRANCISCO, Oct. 8 /PRNewswire/ -- On the heels of the Levi's® Print Workshop in San Francisco, the Levi's® brand will open the second of its Levi's® Workshops in New York City on October 8, 2010. The Levi's® Photo Workshop will serve as a community space, hosting creative production, engaging events and an inventive retail experience. Designed as a fully-functioning photography studio, the space will feature an array of vintage and modern photography resources that span the history of the craft. The Levi's® Photo Workshop will open for ten weeks at 18 Wooster Street in Manhattan's SoHo district, closing up shop on December 18, 2010.

The Levi's® Workshops series was launched in July 2010, along with the brand's "Ready to Work" Go Forth™ campaign. As one of the original purveyors of American work wear, the Levi's brand has a longstanding commitment to the American Pioneer. These efforts are designed to celebrate that pioneering spirit and inspire communities across the nation to engage in creative collaboration for the common good.

The Levi's® Photo Workshop will house a variety of distinct public resources: a photo shop offering vintage camera rentals and various for-sale products related to photography, an on-demand printing center, exhibition space and a professional-grade studio with photo assistants and digital technicians. Local artists, community groups and non-profit organizations will use this equipment to create their own photography-based work to be exhibited and/or sold in the Workshop. The space will also sell a selection of camera-related equipment and artifacts, unique Levi's®-branded Workshop products like denim camera bags and lens wraps, as well as select Levi's® 511 and 505 Corduroys and Trucker Jackets. All proceeds from sales at the Levi's® Photo Workshop will benefit New York-based non-profit organizations, including: The Five Boroughs Foundation of Photography, Hetrick-Martin Institute / Harvey Milk High School, Lower Manhattan Cultural Council and Edible Schoolyard New York.

Central to the Levi's® Workshops program are collaborations with esteemed photographers and notable pioneers, from the worlds of architecture and design, culinary arts, music and fashion, including:

  • Master photographer Bruce Davidson has called New York home for over fifty years, and many of his best-known series, including "Brooklyn Gangs," "East 100th Street," "Subway," "Lower East Side," and "Central Park" focus on the character and culture of this diverse and ever-changing city. On December 9, 2010, Davidson will show an overview of his life's work and participate in a Q&A session. A book signing for his retrospective, Outside/Inside, will be held following the talk.
  • Nick Zinner, guitarist from the highly-acclaimed band the Yeah Yeah Yeahs, will exhibit 1001 prints from his personal collection of photographs taken on the road.
  • Since the first issue of 30 Xeroxed pamphlets was printed in 2002, San Francisco-based Hamburger Eyes has garnered attention and adoration from the photography world. In collaboration with the Levi's® Photo Workshop, Hamburger Eyes will boldly try to capture the range of shutter bugs to pro shooters that walk through the doors of the Workshop. The working title for this print-on-demand and online/digital publication is Yearbook: Every Photographer in New York.
  • Chef April Bloomfield has promoted sustainability and resourcefulness in fine restaurants from London to Berkeley's Chez Panisse and, of course, her four restaurants in New York City.  Levi's® Photo Workshop will collaborate with Bloomfield and The Breslin at the Ace Hotel by celebrating her culinary craft with three unique photography-based collaborations.
  • The Impossible Project has embarked on the most exciting analog adventure of all time:.  they are saving analog Instant Photography from extinction by inventing and manufacturing entirely new and creative instant films for vintage Polaroid® cameras at the former Polaroid® factory in Enschede, Netherlands,  
  • With a distinguished heritage of craftsmanship and precise mechanics, Leica® is in a class of its own. In addition to a unique installation of film camera models dating back to the 1920s, like the Compur and the limited-edition Gold M4-2 (made to commemorate the inventor of the Leica® camera), a range of digital cameras including the S-System will be available for rent in the Workshop Studio.

The Levi's® brand has historically committed itself to values of community, craftsmanship and social responsibility. In this tradition, the Levi's® Photo Workshop, will offer twice-a-week educational programming to the public in the form of lectures and workshops. The Levi's® brand has also built strong ties with four local non-profit organizations that exemplify the spirit of the Workshop: The Five Boroughs Foundation of Photography, Hetrick-Martin Institute / Harvey Milk High School, Lower Manhattan Cultural Council and Edible Schoolyard New York.

"We're excited to be here in New York, working with some of the most inspiring people in this city," said Joshua Katz, head of Collaborations, Partnerships & Creative Concepts for the Levi's® brand.  "This program is about sharing resources and engaging the public, and photography is a great way to do that while promoting the values that are intrinsic to the Levi's® brand."

Levi's® Workshops will continue global involvement through its dedicated website, various social media platforms and daily syndicated content. The Levi's® Photo-specific workshop website will launch on October 7, 2010. Original content, including articles from guest bloggers will be posted daily and distributed in partnership through Gowalla, VBS.TV, Facebook and Flickr. Films will spread the message of the Levi's® Workshops and document the specific activity happening inside the Levi's® Photo Workshop.  The website will also include nationwide contests and giveaways involving various forms of idea collaboration and sharing. For more information about Levi's® Workshops, the Levi's® Photo Workshop and a full list of events, please visit: http://workshops.levi.com.

About The Levi's® Brand

The Levi's® brand epitomizes classic American style and effortless cool. Levi's® jeans were invented by Levi Strauss & Co. in 1873 and have since become one of the most recognized and imitated clothing items in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.  For more information about the Levi's® brand, its products and stores, please visit www.levi.com.

SOURCE Levi's



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