STUDIO NEWWORK was assigned to design a promotional item for Levi's® Japan Autumn / Winter 2014 exhibition. We designed a Japanese traditional hand towel, Tenugui, that is commonly used as a dishcloth, headband or decoration in Japan. The towels were dyed with a Japanese dyeing method, which the dye ink goes through the layers of fabrics. With this traditional method, the Levi's® logo and other design elements appear perfectly imperfect. Each towel has an organic and slightly different look.
Our design approach embraces Levi's® history and Japanese tradition. Inspired by authentic cowboy bandana design and Japanese traditional polka dot pattern on Tenugui, the towel was designed mainly with dots.