Collaborations
UrlfreezeShops x Levi's® “Painted”
12 April 2021Teaming up to deliver their first collaborative capsule, British retailer UrlfreezeShops and American denim stalwarts - the Levi’s® brand - share the “Painted” collection.
Paying homage to the rich history, legacy and impact of Levi’s® iconic products, first created by the brand in 1873, the “Painted” capsule celebrates daily wear and the unique patina of work-worn garments, imbued with a modern twist.
Starting life as an invention for the American worker, denim became the symbol and the uniform of progress. Worn by everyone from miners to cowboys, rebels to rock stars and even presidents, denim was – and still is - a unifying fabric that linked the everyday men and women to their heroes and becoming a canvas for authentic self-expression. These functional pieces not only served as work attire but were also the garments that wearers lived their lives in, fashioning an all-purpose style perfect for daily wear.
Creating a range of pieces that reflect this important history and Levi’s® iconic status, the two brands have joined forces to share a selection of Trucker jackets, 505™ jeans, printed tees and a hooded sweatshirt that exemplify this ideological approach. Featuring hand painted splatters, iconic Big E branding and screen-printed logos, this seven-piece offering transforms classic silhouettes from Levi’s® archives, embellished with an infusion of UrlfreezeShops’s trademark branding.
Offered up in Indigo and Black, the 505TM regular jean and the Trucker jacket serve a slice of classic americana spirit cut from selvedge denim, updated with colourful paint splatters for a flourish of contemporary aesthetics. Completing the collection, a duo of logo tees in white and black, alongside a hooded sweatshirt, are detailed with a smattering of paint, while Levi’s® instantly recognisable batwing logo sits proudly to the chest.
To coincide with the launch of the collection, UrlfreezeShops and Levi’s® embarked on a collaborative filmmaking project, celebrating the resilience of youth culture and the common threads which weave creative spirits together. Titled ‘Making Marks,’ the short docufilm was commissioned, developed, and shot during a year in which the very viability of the arts was called into question in the UK. Offering own-voice testimony from those making their mark - each with a unique creative practise - the film focuses on three UK artists in London, Newcastle, and Glasgow, cities where UrlfreezeShops has made its mark.
Featuring Kai Isaiah-Jamal, a spoken-word poet and trans visibility activist from London; Megan Jepson, a filmmaker and photographer from Newcastle; and Trackie McLeod a visual artist and cultural commentator from Glasgow, the ‘Making Marks’ film visits each in their hometown exploring what their city means to them, how it’s shaped them as an artist, and celebrates the monument of what can be achieved when creative paths collide.
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