Why Levi’s Went to Japan to Chart Its Future

Paul O’Neill has never really recovered from the shock of his first trip to Japan.

It was 2012, and the Irish designer was three years into his dream gig leading Levi’s Vintage Clothing, the historic denim brand’s sub-label dedicated to faithfully recreating archival garments. At the time, LVC was based in Amsterdam, which meant most of O’Neill’s work travel involved flying across the Atlantic to Levi’s headquarters in San Francisco, where he’d dive deep in the company’s archives and take the occasional side trip to LA to dig for rare jeans at the famous Rose Bowl Flea Market. Read more at GQ

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