Levi's to integrate community involvement with retailing
07 Jul '10
5 min read
Craig Newmark – an Internet entrepreneur best known for founding the San Francisco-based website Craigslist.org, a site where people can help each other with everyday needs including housing and jobs searches. The site embraces a culture of trust, based on shared values. Newmark's resume includes thirty years working with computers for leading companies including IBM, GM, Charles Schwab & Co., and Bank of America. Newmark has partnered with the Levi's Workshops, combining his expertise in digital media with manual printmaking to share powerful messages.
Aaron Rose – artist, film director, curator and writer. Rose directed the documentary film Beautiful Losers (2008) and recently completed the short documentary film Become a Microscope based on the life of the 1960s artist/activist nun Sister Corita. Rose's publishing imprint Alleged Press releases hardcover books by contemporary artists. Levi's Workshops celebrates his pioneering work as an advocate for positive creative voices in the arts. "I am thrilled to be able to bring the work of Sister Corita to the Levi's Workshops in San Francisco," said Rose. "Corita is a huge inspiration to me, and hopefully will have the same effect on the people who take part in our workshop."
"The Levi's Workshops celebrate the pioneering spirit and hard work of people and organizations that we admire," said Joshua Katz, head of Collaborations, Partnerships & Creative Concepts for the Levi's brand. "It's all about community, creativity and collaboration. Through the programming, the various production projects and the public resources that we are providing, we are able to collaborate with local heroes who have mastered their craft while inviting in the broader community to roll up their sleeves and get to work."
Levi's Workshops will encourage global involvement through a dedicated website, various social media platforms and syndicated daily content. The website will launch alongside the San Francisco Workshop in early July. Original content supported by articles from renowned guest bloggers will be posted daily, in addition to updates on Twitter, Facebook and Flickr. Supporting the written content will be a series of films highlighting the spirit of the Levi's Workshops. These films will be a catalyst for spreading the message of the Levi's Workshops while documenting the activity happening inside each environment. The website will also include opportunities to purchase Levi's products offered in the Levi's Workshops.
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