Levi's® Roundtable Talk Says Classics Are Back
"What makes a classic endure?" Few American fashion brands can trace their legacy as deeply as Levi’s®, a name synonymous with denim’s rugged resilience and cultural adaptability. At its core, denim is more than just fabric; it's a canvas woven with history, rebellion, and reinvention.
Levi’s® is steeped in reinvention. Born during the California Gold Rush, denim was initially crafted to endure the grit and grind of laborers searching for fortune. By the 1960s and '70s, the same fabric had been adopted by countercultural youth—hippies and rockstars alike—as a symbol of rebellion, authenticity, and creative freedom. From workwear to streetwear, Levi’s® has consistently adapted to reflect the shifting ideals of those who wear it.
In its role as part of Not in Milan, Levi's® leaned into this ethos of reinvention with an installation that served as both a statement piece and an invitation. Created in collaboration with design collective Parasite 2.0, the denim-covered roundtable wasn’t merely an object—it was a concept. A convergence point for creativity, culture, and craft, designed to embody Levi’s® ongoing dialogue between heritage and innovation.
In collaboration with design collective Parasite 2.0, Levi’s® presented a fresh take on the classic roundtable, transforming it into a functional piece of art that doubles as a space for dialogue, collaboration, and creative exploration. Designed to embody the unique history of Levi’s® own story of reinvention, the denim-covered roundtable is a nod to the idea that true creativity thrives in shared spaces. Inspired by the notion that everyone at the table holds equal status, it’s a stage for discourse, culture, and craft to intersect.
The idea of revisiting classic design isn’t just a Levi’s® signature; it’s a universal thread that runs through both fashion and architecture. From iconic jeans to heritage furniture designs, classics hold a timeless appeal. The challenge—and the magic—lies in evolving these pieces to speak to contemporary sensibilities without losing their essence.
During the event, journalist Valerie Präkelt led a panel discussion featuring a lineup of creatives with fresh perspectives on what it means to reimagine the classic. From designers and artists to architects and photographers, the discussion circled around how sustainability, nostalgia, and innovation play pivotal roles in shaping timelessness today.
Benjamin Patch, a designer, ceramic artist, and former professional athlete, brought his multidisciplinary approach to the conversation. As founder of BE. ASSEMBLY—a collective bridging design, craftsmanship, and art—Patch’s practice is grounded in community-building and innovative thinking.
Joining him was Giuditta Tanzi, the force behind Garbage Core, a Milanese project founded in 2019 focused on up-cycling and creating emotionally resonant, one-of-a-kind pieces, and Lea Colombo, a photographer and director known for her striking exploration of color and texture.
Also on the panel was Leo Gamboa, a New York-born creative with over a decade of experience driving innovation across design, marketing, and product, and the head of design and collaboration for Levi’s®. Known for shaping culturally relevant collaborations with brands, Gamboa brings a sharp eye for storytelling and cultural resonance—making him a vital voice in the ongoing dialogue around what makes a classic endure.
Their conversation dug into the heart of what defines a classic. Is timelessness an intentional pursuit, or something stumbled upon through creative serendipity? “Something that was created in the past but has relevancy in the present,” said Tanzi. “It doesn’t follow trends but inspires them.” She pointed to staples like white T-shirts and bomber jackets—“democratically enjoyed” designs that endure because of their simplicity, function, and form.
Präkelt posed the question of whether classics need to be reinvented—and who, if anyone, has the authority to do so. Patch responded with clarity: “Designers have immense pressure to become or remain relevant. Authority doesn’t come from outside—it comes from within, from confidence and experience.”
When asked to name a specific example of a classic reinvented, Gamboa offered the Sonic Youth T-shirt. “An enduring and iconic graphic,” he said, “that’s not just standalone but powerful because of its placement on a T-shirt. Buying one today feels like getting something passed down through generations—timeless, yet rooted in its era.”
The conversation also turned to materials and reinterpretation. Colombo reflected on how “a stone in jewelry is its own classic reinvented. It’s ancient and beautiful, but its new context changes how we engage with it.” For her, collaboration and context are everything: “Position, work, and focus are central.”
On the topic of nostalgia, Patch offered a poetic reflection: “Nostalgia is poetry,” he said. Tanzi expanded the thought: “Something you’re working on in the present can become nostalgic because of the intimacy of the project. Nostalgia can be a basis for concept, but it’s not stale—it fills the work with love and detail.”
The panel’s conversation underscored that the classic isn’t static. It’s both memory and invention—a thread connecting what was with what could be. In this spirit, Levi’s® continues to blur the line between legacy and possibility, inviting each generation to make the classic their own.
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