The classic denim company is trying its very best to look like just another cool boutique brand at this year's SXSW. Joining forces with Paris' ultra-trendy brand Surface2Air, Levi's will be co-hosting a raucous party to showcase a night of indie rock and their magical denim creations. Because there's nothing like getting liquored-up at a party with $300 jeans hanging all over the place.Surface 2 Air is actually a multi-discipline arts collective with members in New York, Paris, and Stockholm. But the fashion-oriented branch of the collaboration resides in the French capital -- of course. Like Levi's, they specialize in street wear with a big emphasis on denim. The bands and trendsters at SXSW would be S2A's ideal target market -- if struggling artists had any money. Check out the catalog.
Levi's is always looking for a way to keep appealing to the coolest of the cool, but with so many designer brands on the market, staying in the spotlight is a chore for an old-timer. Will their new partnership appeal to the chronically unimpressed crowds at SXSW? We'll have to wait and see.
[via Fashionista]