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CREATIVE RECREATION: Fashion, technology and art converged to brew a creative collaboration between Levi’s, Intel and Los Angeles’ Museum of Contemporary Art and young talent from the entertainment and art worlds. At a party Tuesday night at MOCA, the museum unveiled $34 T-shirts that were designed by actor Gael García Bernal, singer Santigold and artists Mariko Mori and Xu Bing. The tops will be sold starting Nov. 4 at MOCA, on Levi’s Web site and through its stores in the U.S., Asia, Australia and Europe. Intel and Levi’s pledged to contribute $100,000 from the T-shirt sales to the museum’s educational programs.
Following this project and the film workshop it sponsored at MOCA last year, Levi’s is lining up more collaborations. After partnering with Filson and Nike earlier this year, the San Francisco denim company is working with Liberty Art Fabrics to release a grouping of women’s denim next April. “The end goal is to get people to look at this brand in a different way,” said Christian Parkes, Levi’s senior director of global marketing.
MOCA director Jeffrey Deitch is also eager to work with brands from the fashion industry. Past collaborators include Chanel, MAC Cosmetics and Fendi, the latter of which he’d like to link with again. “Decades ago, it would be banks that funded museums,” he said. “They don’t do that anymore. Now, we’re collaborating with brands like these.”