Hypebeast Flea: See What Went Down at the Levi’s® Customization Space

Last weekend witnessed the global debut of Hypebeast Flea in London. Spotlighting 25 brands that are shaking up their industries, the event championed local craftspeople and brought their diverse communities together for the weekend.

Amongst these were streetwear label Jehucal, community-focused sustainable outfit Air Pangea, and handmade scent-maker Cremate. As well as hosting their own stalls, we teamed each of the brands up with heritage denim expert, Levi’s® for event exclusives.

Partnering with Print Club London to host an official screen printing station, the brands reimagined their well-known logos exclusively for Flea for visitors to customize Levi’s® products – either on new pieces they’ve purchased on the weekend or existing ones they’d brought with them. With the choice to pick between white, black, red or blue application colors, there was also an option for guests to mix colors to achieve a unique layered effect.

From setting up the screen printing station to applying the paint and using a UV light set-up to help dry, all steps of the process were done on-site in no more than 5 minutes. With people lining up throughout the weekend, the immersive experience was a popular activation amongst guests who wanted to create a one-of-one piece to commemorate the event.

The Levi’s® space itself boasted an industrial aesthetic to complement the fence structures seen across the Flea venue – consisting of patterned rugs, plywood tables, and iconic red tab displays. Embracing the latest “Back in Blue” campaign’s theme of being a “uniform of self-expression,” its stall stocked a range of products with stand-out pieces including T-shirts, a selection of jeans styles such as its Ribcage Wide Leg, 501® ’54, and 565 Double Knee Pant as well as various colorways of its staple Trucker Jackets.

Check out the full recap of the Levi’s® stall and screen printing station in the video above. To shop its latest pieces, visit the brand’s website now.