Wear your art: Levi’s artists elevate denim experience at SM

HERITAGE denim brand Levi’s continues to uphold one of its core values in empowering customer self-expression through handpainted art on denim.

In-house artists at SM North EDSA and SM Mall of Asia create one-of-a-kind clothing with original designs to give shoppers a truly tailored experience.

Signature Lines Inc. (SLI), an affiliate of SM Retail and the exclusive franchisee of Levi’s in SM, exclusively offers this service in two tailor shops in the Philippines, namely SM North EDSA and SM Mall of Asia.

Artists Margarette Valentin and Paulo Rogado’s affinity for art finds expression via Levi’s that provides the metaphorical canvas for digital embroidery. The computerized tool converts a graphic file or image into coded instructions for a sewing machine to stitch onto clothing.

The SM Group has always been an ally of the arts in the communities where it operates. In recent years, the group has launched several free art spaces across different SM Supermalls branches to empower local artists and showcase their masterful pieces.

SM Center Las Piñas even goes beyond its partnership with the local community of United Artists of Las Piñas by hosting other artful expressions.

“The encouragement of selfexpression for customers goes hand in hand in empowering local Filipino artists,” SLI Vice President for Marketing and Customer Experience Marielle Ardiente says.

Tracing back its classic design from the original patent of Levi Strauss and Jacob Davis granted in 1873, Levi’s marks its 151st 501 Day this 2024, following its milestone commemoration last year.