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Levi's to unveil Trucker Jackets collection
27
Apr '11
Since it was first introduced in 1967, the Levi's Trucker Jacket has served as an iconic canvas for artists around the world, from the boogie-down Bronx to the favelas of Brazil.

Beginning this week, the Levi's Trucker Jacket will serve as the canvas for a special collaboration celebrating the brand's partnership with the Art in the Streets exhibition at The Museum of Contemporary Art, Los Angeles (MOCA). All proceeds from the sale of the jackets will benefit MOCA and the community programs it supports.

From now through August 6, ten special, limited-edition Levi's x MOCA Trucker Jackets designed by the most dynamic and influential artists from the graffiti and street art community will be released every two weeks in limited-edition quantities. The Levi's x MOCA Trucker Jackets feature artwork on the back panel created by artists including Keith Haring, Shepard Fairey, Chaz Bojorquez, Kenny Scharf, Lady Pink and KR. Each jacket is packaged in a commemorative box bearing a stamp reminiscent of the artist's "tag" and will be available for purchase at The Geffen Contemporary at MOCA (152 North Central Ave).

"Our Trucker Jacket has been an integral part of the uniform of graffiti and street artists for generations," said Robert Hanson, Levi's Brand Global President. "This collaborative project is a special way to celebrate the Trucker Jacket's intrinsic tie to the street art community and culture, as well as MOCA's longstanding leadership in the art world."

The collection serves as a retrospective of the history of street art – the jackets will be launched in chronological order of each artist's work, with an homage to the late, great Keith Haring as the final release.

For the Levi's x MOCA collaboration, the brand has partnered with the following pioneers in street art and graffiti who are also featured in MOCA's Art in the Streets exhibition: Chaz Bojorquez, Crash, Lady Pink, Kenny Scharf, Mr. Andre, Krink, Revok, Shepard Fairey, Neck Face, Keith Haring.

The Levi's x MOCA Trucker Jacket project is part of a larger ongoing partnership between the Levi's brand and MOCA. Earlier this month, the Levi's Film Workshop opened its doors within the Art in the Streets exhibition at the Geffen Contemporary at MOCA in downtown Los Angeles. The story of graffiti and street art, as well as other cultural forms that have emerged from the underground subculture, will come to life in the Levi's Film Workshop through a series of collaborative film and video projects, robust educational programming and a city-wide screening series.

The Levi's Film Workshop and Art in the Streets exhibition will run from April 17 through August 8. Access to the Workshop will be open to the public and free of charge during regular museum hours.

Levi Strauss & Co

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