When Levi's asked us to design a poster for the 501, we simply took a picture of their jeans–but not before deconstructing them down to the individual threads and buttons, and then reforming the pair and incorporating the sentence "This is a pair of Levis, sewed with the strongest thread", conveniently found on the inside pocket of the jeans.
Levi's, The Strongest Thread
Creative Director: Stefan Sagmeister
Design: Joe Shouldice, Richard The
Photography: Tom Schierlitz Photography
Client: Levi Strauss & Co
size: 33 x 47 inches (A0)