Levi’s denim company is sharply redefining its “tried and true” branding, with a new turn towards 3D printing technology. Back in February, the classic denim company made headlines with a spotlight in Fast Company: sustainability was the company’s new philosophy, though this was not without its challenges. Revitalizing production is not an easy feat for the producers of a garment that’s remained essentially unchanged for 150 years.
Now, the popular denim brand is keen to show that it’s still taking this commitment seriously, with a new interest in 3D printing. Levi’s Head of Global Product Innovation Paul Dillinger recently paid a visit to the Autodesk Pier 9 workshop in San Francisco, giving Fast Company another look into the brand’s progress.
So far, Levi’s has been focused primarily on experimenting with digital renderings, and exploring what a 3D printed denim jacket would actually look like. It’s only a “shell” of the real thing for now, but one that holds promise in Dillinger’s eyes.
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