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Levi's has always had the knack of associating great music with its clothes: The ad campaigns that included the Motown classic "I Heard it through the Grapevine", Steve Miller Band's "The Joker" and Mr Oizo's "Flat Beat" (performed by the yellow puppet Flat Eric) are undoubtedly some of the most memorable of our time; so it should come as no surprise that well-known musicians are playing an integral part in promoting the new Levi's store on the Champs Elysées (which opened its doors on May 10th).
The maestros of the moment are none other than Ed Banger founder Pedro Winter, and James Murphy from American label DFA Records and LCD Soundsystem. Aside from designing the window installations (a tower of speakers for Murphy and cascading skateboards for Winter), these electro music icons have created a ‘music studio’ in the mezzanine, where you can both mix and record your own samples of Ed Banger and DFA tunes for your mobile phone, and listen to the duo’s handpicked vinyl records. They've also created a series of funky, limited-edition Ed Banger-DFA t-shirts, and personalised Levi’s 1967 Trucker’s jackets, of which only 75 will be sold in the store.
All this is part of Levi’s “VIVE LES FRIENDS” campaign - a project that pays tribute to France’s role in the creation of American denim (the cloth originally came from the city of Nîmes - hence the name 'denim', ‘de Nîmes’) by giving different French and American artists the opportunity to collaborate on installations and clothes designs for the store. It also cleverly offers shoppers an ever-changing multi-disciplinary in-shop experience quite unlike anywhere else in the city.
From June 14 onwards, Winter and Murphy's music will make way for street art, so look out for new installations by design and graffiti icons Mr Andre and Shephard Fairey.
76 avenue des Champs Elysées, 8e. Click here for more information.