levi's connects with zines

06/10/2005 09:54:00 AM
Although zines might seem a somewhat dated concept, given the rise of Internet publishing, a self-publishing movement still flourishes around the world.

Levi's in Europe has just launched a new program designed to capitalize on this trend for consumer creativity.

It uses the web to bring together content from various different European zines, it will publish it's own printed zine as a teaser for the online site and host various live events that support poetry, music, art and photography.

The idea is great at one level, but it doesn't seem to tap into the abundant grassroots creativity. The program only selects certain zines for content and doesn't allow consumers to self-publish via Levi's.

How smart would it be for Levi's to become an enabler? A brand that facilitates mass consumer creativity through the sharing of tools. Perhaps Levi's could let people create their own artistic blogs, use customization software to let people print and publish their own zines, or even give printed zines an online home by creating a searchable zine portal.
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