Levi’s® fans lined up in Dubai this month to celebrate the brand’s connection to street fashion.
It was the denim icon’s first appearance at Sole DXB, the Middle East’s premier footwear, fashion and lifestyle fair. The annual event draws crowds in excess of 16,000, and serves as a one-of-a-kind platform for sneaker and streetwear fanatics to meet up, exchange ideas and see the latest styles.
The theme for 2017 was contemporary Japanese design – a fitting year for Levi’s® to join the showcase, given the signature role the American company has played in Japanese denim culture.
The Levi’s® space was carefully curated, featuring a Trucker’s jacket design in collaboration with local artists, a screening of the 501 Documentary on Levi’s® history in Japan, and an appearance by Master Tailor Masayuki Den from Levi’s® Haus of Strauss in Tokyo.
Visitors also had the chance to purchase product, with many jumping at the opportunity to create their own masterpieces in the Levi’s® Tailor Shop.