Posts with tag surface 2 air

OK. We get it. You all love Ed Banger Records and their impossibly cool DJs. And so do we. Luckily, this isn't an unrequited love. No, they have a crush on us too. And like any good boo, they want to give us a few gifts, well, sort of.

The classic denim company is trying its very best to look like just another cool boutique brand at this year's SXSW. Joining forces with Paris' ultra-trendy brand Surface2Air, Levi's will be co-hosting a raucous party to showcase a night of indie rock and their magical denim creations. Because there's nothing like getting liquored-up at a party with $300 jeans hanging all over the place.

Surface 2 Air is actually a multi-discipline arts collective with members in New York, Paris, and Stockholm. But the fashion-oriented branch of the collaboration resides in the French capital -- of course. Like Levi's, they specialize in street wear with a big emphasis on denim. The bands and trendsters at SXSW would be S2A's ideal target market -- if struggling artists had any money. Check out the catalog.

Levi's is always looking for a way to keep appealing to the coolest of the cool, but with so many designer brands on the market, staying in the spotlight is a chore for an old-timer. Will their new partnership appeal to the chronically unimpressed crowds at SXSW? We'll have to wait and see.

[via Fashionista]