Visualizing the "Surf" Mood

Levi’s® Made & Crafted™ Spring/Summer 2014 Collection. The starting point for its ideas is the word "surf."Miles JohnsonThe design team, led by Miles Johnson, found a strong allure in this concept, which is difficult to explain concretely yet instantly evokes imagery. Thus, the collection's theme was named “PATIENCE.” Like all endeavors, persistent effort yields great rewards.—It might be akin to the time surfers spend waiting for a wave. “PATIENCE” is embodied in the items through the culmination of craftsmanship.

WAX MAGAZINE, with whom we co-created the seasonal visuals, is a biannual publication covering topics such as art, culture, and surf. Cherished by surfers and artists worldwide, its unique visual language is highly regarded.





Based on in-depth interviews with Levi’s® Made & Crafted™, WAX MAGAZINE produced a lookbook weaving together various themes. Alongside fashion models, individuals deeply connected to surfing in New York, such as board shaper David Murphy, are featured. They wear the Levi’s® Made & Crafted™ items effortlessly, as if they had been favorites for years.

The "surf" mood that permeates the collection is expressed through various approaches: dry, sun-kissed fabric textures, indigo gradations, and several wave-motif patterns—. Through the collaboration with WAX MAGAZINE, Levi’s® Made & Crafted™ achieved a fusion with dynamic artwork, successfully visualizing the collection's essence.

Levi’s® Made & Crafted™
http://levismadeandcrafted.com/