MOCA Los Angeles x Levi’s x Intel

Well this is one unique threesome. The Los Angeles Museum of Contemporary Art has collaborated with Levi’s and Intel to create a line of t-shirts designed by young talent in the arts and entertainment industries. Actor Gael García Bernal, singer Santigold, and artists Mariko Mori and Xu Bing each designed a shirt that are being sold at MOCA, on Levi’s website, and at their retail locations for $34 each. Levi’s and Intel have pledged $100,000 from sales of the tees to benefit the museum’s educational programs.

The collaboration is parter of a larger effort by the jeans company to redefine their brand, in hopes that consumers will think of them for more than just good denim. This is not Levi’s first art world engagement; the brand has worked with Vik Muniz to create an exclusive t-shirt, as well as sponsored a film workshop at MOCA LA last year. And Jeffrey Deitch, director of MOCA, is eager to launch additional partnerships of this kind with similar brands, as exemplified by past collaborations with  Chanel, MAC Cosmetics, and Fendi. Deitch told WWD that fashion brands are more often becoming key benefactors of the arts, as the relationship between the worlds of art and fashion continues to become more intertwined.

The t-shirt designed by Gael Garcia Bernal to benefit MOCA

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s