‘This place enables curiosity’: Inside Levi’s Eureka Innovation Lab
Inside Retail
JANUARY 2, 2024
Levi Strauss & Co’s Eureka Innovation Lab is located on a quiet, dead-end street near Coit Tower in San Francisco. Unassuming from the outside, the brick warehouse is a hive of activity within. Sewing machines whir, washing machines thump and lasers beep as they precisely cut holes into raw denim. Hundreds of jeans in every shade of blue hang on the walls and mysterious trunks covered in stickers from around the world are stacked wherever there’s room, while jazz music plays in the backgroun
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