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Levi's® x Denim Tears

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America’s Past, Present & Future

LEVI’S® X DENIM TEARS

A collection for Levi’s® exploring the rich history & enduring spirit of the Gullah Geechee people.

Multi-hyphenate artist & creative, Tremaine Emory of Denim Tears continues to viscerally explore the history of slavery in America. This time, through the history and traditions of the Gullah Geechee community.

“This collection presents a striking historical perspective, where every character, every look, and every setting evokes an autonomous examination of America’s past, present, and future.”

–TREMAINE EMORY

AFRICAN AMERICAN CONCEPTUAL CONCEPTUALISM

For this collection, Tremaine chose to explore the history of slavery in America by recontextualizing the DNA of the Gullah Geechee community. Descendants of Africans enslaved on plantations of the lower Atlantic coast, the Gullah Geechee were forced to endure the indefatigable process of indigo dyeing. This collection uses color-coded visual tropes, image, and design to symbolize their struggle and in-turn continues to tell the story of fashion’s intersection with the history of the African American Diaspora.

INDIGO HANDS

Aestheticizing a cultural emblem for the struggles and toils of the Gullah slaves, the all-over print of blue hands appear on white Levi’s® 501 Jeans, a white Levi’s® Type II Trucker, and a white Plantation Hat. Emory creates a visual blueprint that symbolizes the unrelenting work of the Gullah Geechee people, whose hands would turn blue from the indefatigable indigo dyeing process.