Levi’s younger, more modern capsule line Made & Crafted has recently released their first edition of Moment to Moment, a magazine made in association with super cool quarterly publication THE THING. Β The project features the work of 20 artistic contributors in the form of online videos, text pieces, paintings, essays, animated gifs and photography, and is not only accessible through print and digital media, but will be appearing on billboards, bus stops, and other outdoor advertising spaces in San Francisco, New York, LA, London and Tokyo throughout the summer.

Based on an idea explored by artist Dan Graham in the 1960s in which he bought up advertising space in magazines such as Harper's Bazaar and Arts Magazine to create and publish new art works, Moment To Moment is a bid by Levi's Made & Crafted to flex its creative and cultural muscles and produce something that is in keeping with todays elegant design zeitgeist. Similar in function to the Fourth & Main Journal, as well as the Acne Paper, this magazine has the potential to prove a valuable and engaging asset to Levi's, as branded content continues to be seen as an essential component of cultivating brand awareness.