Levi's X MOCA = Limited-edition trucker jackets and a DIY film workshop
That Levi Strauss & Co. partnered with MOCA to create and sell denim trucker jackets featuring artwork by some of the artists in the "Art in the Streets" exhibition (at the Geffen Contemporary at MOCA through Aug. 8) wasn't much of a surprise to me -- the San Francisco-based company seems to enthusiastically embrace collaboration wherever and whenever it can (Brooks Brothers, Opening Ceremony and Ace Hotels to name just a few).
What did surprise me was the extensive film workshop set up in the space adjacent to the exhibition; a room crammed with so much high-tech, cutting-edge, fun-to-play-with movie-making gear that even the most sullen tween going in will likely emerge an aspiring Quentin Tarantino.
The word "workshop" hardly does it justice. Assembled -- in a room barely bigger than a few office cubicles -- are equipment stations that can create green screen special effects, slow-motion video, stop-motion and multi-plane animation. There was also something called a phonotrope (apparently a zoetrope set up on a phonograph turntable) and a table where visitors could hand-paint individual film frames.
But perhaps the coolest part of the temporary Levi's Film Workshop (it will remain open until the exhibition ends in August) is that the results of all the on-site creativity are posted -- almost instantaneously -- online at Vimeo.
The Levi's space has also been hosting a series of filmmaking workshops, and the upcoming one on Saturday will feature skate filmmaker Colin Kennedy demonstrating how music and editing can help turn a good skate video into a great one. (A full schedule of workshops and activities can be found at the Levi's Workshop website.)
On the day I stopped in, I was so enthralled with what was going on, I almost forgot to check out the limited-edition trucker jackets I'd originally come to see up close.
The jackets (10 in all) are being released every two weeks and in chronological order based on each artist's work, ending with a homage to the late Keith Haring.
So far, jackets bearing the artwork of Chaz Bojorquez, Crash, Lady Pink, Kenny Scharf and Andre have been released, and next to hit the "Art in the Streets" gift shop (where the jackets are displayed inside a rotating display case) is KR's Black Trucker-style jacket (pictured above left), on Saturday.
Still to come over the course of the summer are jackets bearing the handiwork of Revok (June 18), Shepard Fairey (July 2), Neck Face (July 16) and the aforementioned Keith Haring jacket (on Aug. 6). Each $250 jacket goes on sale at the Geffen Contemporary at MOCA at 11 a.m. on the day of its release, with 100% of the proceeds going to fund MOCA programs.
Levi's Film Workshop, 152 N. Central Ave., Los Angeles, open 11 a.m. to 5 p.m. Monday, 11 a.m. to 8 p.m. Thursday, 11 a.m. to 5 p.m. Friday, 11 a.m. to 9 p.m. Saturday and 11 a.m. to 6 p.m. Sunday.
-- Adam Tschorn
Photos: As part of its Levi's X MOCA collaboration, Levi's is releasing limited-edition denim trucker jackets bearing the artwork of 10 street artists featured in the current exhibition including KR (top left, available Saturday), Keith Haring (at top right, available Aug. 6), Shepard Fairey (middle, on sale July 2) and Kenny Scharf (at bottom, available as of April 23). Credit: Levi Strauss & Co.