Avery Ginsberg tapped into his creative side from a young age, starting a series of projects that subconsciously led to his current path. What began as screenprinting and sewing projects led the creative to Ground Cover, a functional footwear brand through which Ginsberg emphasizes conscious creation.

The designer currently spends time between New York City and New Mexico, conceptualizing new ideas for his brand, so with a busy, constantly on-the-move lifestyle, he prioritizes function and mobility in his fashion choices. Teaming up with Levi’s®, Ginsberg takes Hypebeast through a Day in the Life, rocking Levi’s pieces from day to night along the way. He’s wearing denim on denim for breezy bike rides, fabric shopping and meeting with friends — and these layers keep him warm as day transitions to night. A few pins and patches on Ginsberg’s jacket add subtle pops of color for a playful contrast.

Continue reading to get a look behind the scenes of Levi’s and Hypebeast’s Day in the Life with Avery Ginsberg.

What originally got you into design and how did that passion lead to your brand, Ground Cover?

In fifth grade, my friends and I would’ve sworn and told anyone that we had a footwear company. It was called Moonwalk — we wanted to make skate shoes. It sounds so serendipitous now that I manufacture my own shoes, but it was really just some kids screen printing t-shirts and designing shoes. I think that in high school it just became a strong part of my identity and root of self-expression, but also coming from a place of social anxiety and wanting to differentiate myself. Eventually, I started a YouTube channel discussing men’s fashion and doing sewing projects. And then I started manufacturing clothing in the Garment District and that’s how I ended up moving here in 2017. Eventually, I fell out of love with abstract, expressive fashion. I wanted to do something more functional and that’s what led me back to footwear, unknowingly. So I started my footwear company, which also produces clothing, but I really wanted to make a work boot that was functional and beautiful.

Your dedication to cruelty-free and ethical production stems from your personal choices, as you began living a plant-based lifestyle in 2017. What spurred you to set out on that path?

When I went to business school, I decided to study entrepreneurship and sustainability in business. What changed things for me was seeing behind the veil — once I started going to manufacturers and clothing factories in the Garment District and seeing how messy and chaotic they can be, and how low people are paid. It just revealed where our food comes from, how our clothing was made, what prices are realistic, and why people are getting the short end of the stick. That pushed me to change things. And at first, it was a really black-and-white thing, the idea of sustainability or ethical production. Now, I’ve been really curious about the social ties, pressure surrounding clothing, and the maker/wearer relationship even more than producing something ethically.

What inspires you creatively, especially when it comes to conceptualizing new designs for your brand?

I think that it’s an unbridled curiosity for everything; try to be present and try to ask questions. It’s a lot of real-world people and scenarios for me. I’ve seen so many different areas and ways of living. As far as the media goes, I take a lot of inspiration from documentaries and music.

You are based between NYC and New Mexico. How do these two different regions influence your style and artistic outlook?

There’s a different lifestyle in both places. I have seen things slightly change about me, especially with the pressure of being creative. Being a younger, creative person in New York City leads you down a certain path. Now that I’ve spent some time in New Mexico, I feel like I’ve seen eccentric things and wholesome things and really moving things and scary things in both places.

How would you describe your personal style? As someone who is based between two places and constantly creating, how do you maximize your fashion choices to cater to your lifestyle?

I gravitate towards functional things, but I think that function can also come across as abstract beauty and expression. So things that work, comfortable things, exciting things. I like the idea of utility, especially when I’m wearing an outfit from day to night.

Do you have any style role models or fashion influences?

Totally. I don’t think it’s possible not to have style inspiration, even if it’s not a person or icon. I think we’re such social beings that there is always a mutual energy share and you’re influenced by everything. We decide to wear things for a reason, no matter how explicit it is. As far as things I gravitate toward, I wear a lot of cotton, linen, and hemp. I wear a lot of heavier-weight fabrics as well, for durability. Twills and moleskins are nice because they’re usually a little more hydrophobic or softer to the touch. I like baggier pieces. I think I’ve just learned to appreciate clothes that really fit well over time.

Tell me about the behind-the-scenes process that you navigate when starting on a new piece or project.

I map out new projects from a place of uncertainty. A question comes into my head and over time it becomes bigger. Like right now, I’m working on a project where we want to sell clothing that is intellectual property. So we just want to sell the pattern so people can make it themselves. I really want people to be confronted with that idea of, ‘Oh, I can make this but it might take me 20 hours,’ and to navigate that. That whole concept was born out of my insecurity about what the supply chain is and also what my relationship with clothing is. I’m exploring a lot of the nuances of what clothing represents to us.

How does your creative vision align with Levi’s ethos and products?

I definitely align aesthetically with the history of American workwear. And then utility-wise, of course, Levi’s produces such timeless, honest products and that’s why people love it so much.

What is your favorite look or Levi’s piece from today and how do you see it seamlessly being incorporated into your day-to-day, busy lifestyle?

I loved the boot-cut jeans, because of their mobility — you could wear these on a work site or you could lounge around in them, but you have that mobility if you need it. But then they’re a little more open and rugged down below. So I feel like you get the beauty of both worlds there. They’re also just so functional and I love raw denim. It’s something that you’re gonna break in yourself and it’s gonna become your own. You build that relationship with the garment, which has been what’s most important to me lately.

Check out the Levi’s pieces Avery was styled in on Levis.com.