FASHION /
MEN
April 3, 2015
Levi's® Made & Crafted™ | An Interview with the Creative Director
Levi's® Made & Crafted™
An Exclusive Interview with the Creative Director in LA!
Miles Johnson on the Brand's Philosophy
Levi's® Made & Crafted™ is a modern line that incorporates innovative, high-quality materials and sewing techniques into designs rooted in Levi's history. The brand offers a full range of items, from jeans and t-shirts to outerwear and accessories. We sat down with Miles Johnson, the Creative Director who shapes the direction of Levi's® Made & Crafted™, in LA.
Photographs by Masao InoueText by Rintarou Tanaka
We Want to Combine "The Present" Better Than Fashion
──You currently direct both "Levi's® Vintage Clothing" (LVC) and "Levi's® Made & Crafted™" (LMC). These are lines with distinct tastes. What are the differences in the actual production process?
Miles Johnson (MJ)“Well, the approaches and processes are quite different. For example, during the initial research phase, the LVC team starts by thoroughly examining the vast archives at the San Francisco headquarters. But LMC has a completely different starting point, like walking through art galleries or searching for landscapes we like.”
──So LMC has more freedom?
MJ“Exactly. LVC must be as faithful to the original as possible. However, LMC is allowed to express itself from various angles. For instance, when creating a trucker jacket, we can use any material—leather, nylon, silk—it’s all permissible.”
──Consumers might perceive LMC as having a more fashion-forward approach.
MJ“Certainly, the element of fashion is infused into the LMC brand through material selection and design. However, LMC isn't a brand that's overly conscious of ‘fashion.’ Rather, we want to better combine what we've learned from the past with the ‘present,’ influenced by the streets and our friends.”
──So, the fundamental concept of LMC is to connect Levi's past and future. Nevertheless, you must encounter various challenges during the actual production phase. In such cases, do you prioritize design and detail, or current trends and practical production issues?
MJ“It’s both. For example, LVC reproduces various details from past vintage pieces, but on the other hand, it must also be a functional ‘workwear brand’ for modern daily life. As a result, our interest naturally turns towards contemporary approaches for functional workwear.”
──What are your favorite items from the Fall/Winter 2013 collection?
MJ“Personally, I like the yellow cardigan and the black & yellow ‘Zig Zag’ t-shirt. For the women’s line, I like the denim and chambray shirts.”
──It's said you also visited Michigan during the concept development process.
MJ“That trip sparked many ideas. Initially, we weren't on a specific mission for the drive, but as we continued our journey, we encountered one interesting thing after another. Whether it was the beauty of colors, fabrics, or clothes worn ragged by the harsh cold, various things awaited us. It was a very fruitful trip.”
──LMC also continues to actively pursue art collaborations with photographers likeDavid Brandon GeetingandChloe Afte.
MJ“Adding the element of art greatly expands the LMC collection. We want to continue to thoroughly explore approaches that bring clothing closer to the realm of art.”
Levi's® Made & Crafted™
http://levismadeandcrafted.com/