Levi’s® approached AKQA to create a web shop that would highlight their Vintage Clothing line—a collection of garments that represents not just apparel, but historical artifacts celebrating the rich heritage of Levi Strauss & Co.
We envisioned the website as a curated museum exhibit, designed as a linear gallery experience where each piece of clothing could be appreciated as a distinct work of historic art. This approach offered a thoughtful, guided experience that allowed each item to shine individually. The site remained fully shoppable, resulting in a timeline-based e-commerce experience that took users on a journey through the Levi’s archives.
To enhance the product detail pages (PDPs), we included small, educational insights, since rigid denim requires different care than typical denim. To support this, we incorporated a Fit and Care Guide to help ensure each item could be properly maintained.
I worked closely on all design elements for both desktop and mobile versions. Additionally, I designed the Fit and Care Guide and the promotional print insert that accompanied all online purchases.
