LEVI'S® presents furniture exhibition with The Visionary Lab and Vitra

Everyone knows LEVI’S® for its iconic jeans, but we never expected the clothing brand to dive into furniture.

The Visionary Lab has enlisted the help of fashion designers and artists to reimagine used chairs from the family-owned Swiss furniture company. The project casts the Vitra chairs in repurposed LEVI’S® denim for a furniture exhibition entitled Icons Re/Outfitted. In doing so, the fashion brand teams up with US company The Visionary Lab and Vitra to design its own denim chairs and then exhibit them at Dutch Design Week.

“We are delighted to be part of Icons Re/Outfitted, which not only champions innovation and craftsmanship, but also demonstrates how the lifespan of our textiles can be extended through innovative design methods,” said Anit Van Eynde, Vice President, North Europe Marketing & BX, at Levi Strauss & Co. “This year marks the 150th anniversary of the Levi’s® 501® denim and, as we celebrate the incredible history of this iconic product, these unique chairs invite us to consider the potential of denim reinvented.”