Jul 20, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Levi’s® modern, high-end line, Made & Crafted has created the first edition of Moment to Moment: a newspaper in association with “The Thing” launching in London on Tuesday of this week. The launch event was held in the “Origin” gallery space within Levi’s® Flagship Store alongside the brand’s F/W 13 collection.
For those of you who are not familiar with THE THING, it’s a San-Francisco-based quarterly publication, similar to a magazine except that each issue is created with a different contributor and published on a useful object. Past issues have been produced with people from visual artist David Shrigley to director, artist and actor, James Franco.
“The Newspaper is put together in real time throughout the summer and early fall across a broad spectrum of mediums and geographic locations,” says The Thing website.
“Through a series of independent but related contributions — all built around the central theme “Good Things Take Time” — Moment to Moment reminds us about the good things that happen when we slow down and experience the details around us.” Levi’s adds.
The magazine is based on visual artist Dan Graham’s interventions from the `60s in which he purchased advertising space in magazines such as Harper’s Bazaar and Arts Magazine in order to create art pieces. The title comes from 19th century French poet Stéphane Mallarmé, who envisioned a 3-D book entitled Moment to Moment.
The Thing and Levi’s joined forces to commission 20 artists and writers to create artwork, gifs, essays, interventions and films. They also commissioned Joe McKay to create a second version of his app “Big Time” that allows you to discover the actual real time in your current longitude.
Contributors include: Starlee Kine, Geoff Dyer, Harrell Fletcher, Leslie Shows, Tao Lin, Gwen Allen, Jason Jagel, Ariana Reines, Matt Fishbeck, Dave Muller, Kota Ezawa, Anthony Discenza, Jon Rubin, Michael Bell-Smith, Susan O’Malley, Jason Kalogiros, Joe Mckay, Kristin Lucas , and SF-based artist group Will Brown.
Attendees from the world of fashion, art and literature including iconic author Geoff Dyer, received an exclusive preview of the newspaper. It looks great!
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.