The art of denim

Here's a new and unusual approach to private companies supporting the arts: Levi's is co-sponsoring a “new series of community-based pop-up spaces that act as functional workshops, event spaces, and retail storefronts.” Called Workshops , the first one is a community print shop, located near Levi's original headquarters in San Francisco's Mission District. Operating over the next 8 weeks, this Workshop offers free classes (printmaking, letterpress, screenprinting, photocopying and typesetting), book signings and special events featuring Bay Area celebrities like locavore/organic food pioneer Alice Waters and Craigslist founder Craig Newmark. Their list of Collaborators includes the San Francisco Giants, numerous local artists, galleries, publishers and other arts venues. The concept combines the trendy “pop-up” retail concept -- where stores like Target set up shop temporarily in an urban neighborhood - with community outreach, arts education and appreciation of traditional practices, all under the Levi's brand. As easy as it might be to react cynically to this novel concept, I have to say I'm intrigued by the idea of offering free public arts workshops under a corporate banner. And learning how to set type and make posters seems like a refreshing antidote to our obsessive digital age, even if people are encouraged to Connect via Facebook for the next demo of traditional screenprinting techniques.

Of course Levi's can use all of the media exposure and attendance around this program for publicity of their products (you can take a class on using your old denim jeans to make paper). Still, the idea of engaging the public this way strikes me as both laudable and productive. I'm reserving final judgment until I've had a chance to visit one of Levi's upcoming Workshops, but for now I'm enthusiastic. Maybe it's because I like typography, printing and free public workshops…and also denim jeans. What's next: free music recording and mixing workshops sponsored by Apple? Make your own iTune? Count me in (for now.)