Levi’s Hacks Vintage Items To Function As Modern-Day Social Media Devices [Pics]

Levi’s Hacks Vintage Items To Function As Modern-Day Social Media Devices [Pics]

The denim company created The Makers Tools, a collection of historical objects linked to online networks.

Leah Gonzalez
  • 23 september 2013

For its fall campaign, denim company Levi’s focuses on the theme #MakeOurMark and as part of that campaign the company created The Makers Tools, a set of creative objects that combine elements of the past with the current digital culture.

For the project, the company worked with agency AKQA and creative technologist Stephen Hadinger, as well as with New York’s Fake Love and creative technologists Matthew Epler and Mark Kleback.

The Makers Tools include a 1939 Graflex Speed Graphic Camera that posts to Instagram, a 1953 Bolex B-8 Video Camera linked to Instagram, a 1953 Gibson ES-125 Guitar linked to Soundcloud, and a 1901 Underwood No. 5 Typewriter that posts to Twitter.




Each of the vintage item was redesigned and repurposed to function as a bridge from the past to the present. The objects also add value to the act of posting or sharing to social networks because of the nature of the objects themselves. There are no delete buttons or backspaces so each post becomes well-thought out and special in its own way.

The tools were created as part of Station to Station, the public art project made possible by Levi’s. Station to Station connects people from the worlds of music, art, food, literature, and film in a series of events that occur on a train traveling across the country.

Check out the gallery below to see more images of the altered historical objects.



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