Levi Strauss & Co.

Levi Strauss & Co.

Founded in 1853, the Levi’s Strauss denim jeans company is a pillar of the San Francisco Bay Area’s history and a classic American brand. From their well-deserved success in the clothing industry, their philanthropic branch came to light in 1952 under the name Levi Strauss Foundation. Based in San Francisco, the Foundation’s mission focuses on the advancement of human rights. Their work revolves around social change issues such as HIV/AIDS, worker rights, worker well-being, and social justice. When called to work with the Levi Strauss Foundation, Elixir responded without hesitation.

LEVI STRAUSS & CO: DRYING LINE

Levi Strauss & Co. spon­sored the Care to Air Design Challenge, seeking “the world’s most inno­v­a­tive, cov­etable, and sus­tain­able air-drying solu­tion for clothing.”  This let­ter­-pressed limited-edition kit of air-drying sup­plies fea­tured the solu­tion designed by Dr. Russ Hornstein, neu­ro­phys­i­ol­o­gist by day & eco-innovator by night.


 The Care to Air Design Challenge is a great exten­sion of Levi’s Care Tag cam­paign, which encour­ages Levi’s jeans and Dockers owners to wash their wear in cold water, line dry when pos­sible, and then ulti­mately donate to Goodwill. On the cor­po­rate level, Levi’s is working to reduce the envi­ron­mental impact of their man­u­fac­turing and to improve global sus­tain­ability in the cotton industry.

PIONEER AWARDS, CALL FOR NOMINATIONS

This is an award to honor outstanding leaders in nonprofits worldwide. We presented a broad range of concepts, all revolving around icons of hard work. Ultimately, the dirty work glove was selected, and we simply ran with a retouched version of the image used in the original comp, which we found on Flickr. (The photographer graciously granted permission.) With Levi’s history in the Old West, we couldn’t help but be inspired by ‘wanted’ posters for the layout.

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