Sensitive.work Numbers Every Pair at Late Denim

sensitive.work designed the latedenim identity around one idea: every pair of vintage Levi's gets its own catalogue number. Latedenim is an online shop selling museum quality vintage Levi's, and the international creative studio built an archival system for it.

Every Pair Gets a Catalogue Number

Latedenim's founders have a passion for the details that set each style apart, so sensitive.work built an archival system in which every pair has its own catalogue number. A cursive wordmark leads the identity, and the other marks follow it.

Levi's archive pieces have been a recurring reference this year. Double RL recreated rationed 1940s Levi's made under wartime fabric limits, which shows how much a single construction detail can matter to a collector.

Japanese Mascots Were Proposed, Then Dropped

Latedenim first aimed at Japan's reseller market, so sensitive.work proposed a playful secondary mark drawn from Japanese mascots. The final secondary mark took its direction from the wordmark instead.

The wordmark, explains sensitive.work Creative Director and Design Lead Oliver Campbell, "needed a more classic pairing." The studio settled on a modern interpretation of the horse drawn carriage found on Levi's. The result is a linocut of a man and a woman running, standing for the men's and women's clothing the shop sells. Campbell adds, "It's up to the viewer to interpret why" they are mid sprint.

Bode took a more personal route to the same brand, printing a childhood pony photo inside the pocket lining of its Barrel Racer Jean for Levi's.

The typography is Union by Radim Pesko. Motion comes from ryanforprez and Louis Celano, web development from unstated.co and leonardo_angelucci, and photography from chawleeee.