Levi’s

Food…? What does Levi’s really know about good food anyway? The answer may be a mystery, but good friend Alice Waters can certainly fill in the details where the classic American denim brand falls short.

Forty years ago, Waters opened up her Berkeley restaurant Chez Panisse with the idea of serving “real food” – organically grown vegetables from her backyard’s garden and fish caught fresh out of the sea. Spinning off that idea, she launched the Edible Schoolyard Project, which is helping students learn how to harvest and prepare nutritious produce in their own “kitchen classroom.”

The project caught the eyes of Levi’s, who enlisted creative figures such as Sophia Coppola, David Byrne, Dave Eggers, and Maira Kalman to design art work for t-shirts that would raise money for the project. And with that, the tees went on sale at levi.com for $30. The End.