Poster, "Levi's, The Strongest Thread", 2009 Offset lithograph on coated wove paper. Gift of Stefan Sagmeister. 2011-34-1.
What is this?
Poster advertisement for Levi's jeans. Recreation of jeans from its deconstructed thread.
Why is this in our collection?
Graphic designer Stefan Sagmeister relishes the opportunity to get away from the computer screen and work in a more analog fashion. In 2009, Sagmeister and his design team deconstructed a pair of Levi’s 501® button-fly jeans and used all of the individual elements to create a window installation for American Rag’s Los Angeles store. The installation was reproduced in a limited run of 501 posters that were distributed in American Rag’s Los Angeles and San Francisco boutiques. The composition’s shag carpet appearance grew from the difficulty of working with the unruly thread. The Sagmeister design team organized the thread, buttons, rivets, and labels in a collage using the white thread to spell out... more