Tuesday, 26 April, 2011 7:11 PM
Levi's® Brand Teams Up With Legendary Street Artists to Unveil
Limited-Edition Collection of Trucker Jackets
Proceeds to Benefit The Museum of Contemporary Art, Los Angeles
credit: PRNewsFoto/Levi Strauss & Co.
Fairey Dark Summit Levi's Trucker Jacket
FRANCISCO -- 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). The Levi's® x MOCA Trucker Jackets
retail for $250 and go on sale on the designated day of its release
at 11:00 a.m.
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."
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
is the release date schedule:
Bojorquez's Black Trucker (Chaz started writing in 1969)
Crash's Zap Trucker (Crash started writing in 1975)
Lady Pink's Women's Bohemian Trucker (Lady Pink started writing
Scharf's Dark Summit Trucker (Kenny started painting in 1979)
Rigid Trucker (Andre started painting in 1985)
Black Trucker (KR started writing in 1989)
Dark Summit Trucker (Revok started writing in 1989)
Fairey's Dark Summit Trucker (Shepard started posting in 1989)
Face's Black Trucker (Neck Face started writing in 2000)
Haring's Rigid Trucker (Keith starting writing in 1979)
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:
– Growing up, Chaz Bojorquez was exposed to the uses, values
and craft of East Los Angeles graffiti lettering styles. By the
end of 1969, he had created an iconic tag symbol that represented
him and the streets – a stylized skull called "Senor
Suerte" (Mr. Luck), which has become a well-known street image
of protection from death.
– Born and raised in South Bronx, John Matos began writing
graffiti in 1974. The aspiring 14-year-old adopted the moniker "Crash"
and quickly graduated to painting subway trains. Turns in the seminal
graffiti films Style Wars, and Wild Style in the early 1980s solidified
his street fame. Currently, his work resides in numerous prestigious
collections including, MoMA, and The Brooklyn Museum, The Groninger
Museum, and the Bronx Council on the Arts.
– Born in Ecuador and raised in New York City, Lady Pink began
writing graffiti in 1979 and soon became well known as the preeminent
female artist in the male-dominated subculture of the 1980s. Actively
painting subway trains from 1979 to 1985, Pink became immortalized
as a cult figure upon the release of Wild Style in 1982, in which
she had a starring role.
– Kenny Scharf first gained recognition within the fertile
East Village art community of the 1980s, developing a proto-Pop
graffiti style in 1979. Infused with a playful energy heavily influenced
by vintage cartoons, Scharf's whimsical characters quickly transitioned
to his fine art.
– André began his painting career on the walls of Paris
in 1985 and quickly became one of the city's most active graffiti
artists. Sidestepping the route of traditional letter taggers, André
distinguished himself with the innovation of his signature character,
– Artist KR grew up in 1980s Queens surrounded by graffiti
writers, skaters, punks and B-boys, when graffiti was as much a
part of the attitude as the decaying urban landscape. In the early
1990s, KR relocated to San Francisco and began creating big, drippy
marker tags and experimenting with making his own inks.
– LA-based artist REVOK has been painting graffiti for over
20 years, making him one of the heavyweights of the genre. His earliest
influences came from skateboarding, hip-hop, punk rock, and cholo-style
gang graffiti lettering styles. REVOK is active internationally
- painting graffiti in the streets of the world, from Detroit to
Sydney, and exhibiting his fine artwork in high-end galleries.
Shepard Fairey – Shepard Fairey is the man behind OBEY GIANT,
the graphics that have changed the way people see art and the urban
landscape. What started with an absurd sticker he created in 1989
while studying at the Rhode Island School of Design has since evolved
into a worldwide street art campaign, as well as an acclaimed body
– Mixing sinister humor with heavy doses of grisly imagery,
the masked art gremlin known as Neck Face has emerged as one of
the most distinct and disruptive artistic voices in street art.
His dismembered corpses, winged demons, and jokey asides manifested
in an ongoing series of detailed watercolor paintings and metal
masks that have turned him into the unthinkable: a serious artist.
– Inspired by the graffiti artists whose marks covered New
York City subway cars, Keith Haring (1958-90) developed many of
his signature iconic images - the radiant baby, the barking dog,
and the running figure - drawing over vacant subway advertising
panels. Haring died in New York in February 1990 of AIDS. Although
his career was brief, his imagery has become a universally recognized
visual language of the 20th century.
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
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. For more information
about Levi's® Workshops and the Levi's ® Film Workshop,
please visit http://workshops.levi.com,
About The Levi's®
The Levi's® brand
epitomizes classic American style and effortless cool. Levi's®
jeans were invented by Levi Strauss & Co. in 1873 and have since
become one of the most recognized and imitated clothing items in
the world – capturing the imagination and loyalty of people
for generations. Today, the Levi's® brand portfolio continues
to evolve through a relentless pioneering and innovative spirit
that is unparalleled in the apparel industry. Our range of leading
jeanswear and accessories are available in more than 110 countries,
allowing individuals around the world to express their personal
style. For more information about the Levi's® brand, its products
and stores, please visit www.levi.com.
Source: Levi Strauss