-A LEVI’S PUBLICATION- A LEVI’S PUBLICATION SUMMER 2011 BERLIN A LEVI’S PUBLICATION SUMMER 2011

Levi Strauss & Co. Europe Avenue Arnaud Fraiteur 15-23 1050 Brussels, Belgium

Now Is Our Time.

People who work for progress all over the world are standing up and fighting for something, rather than against something. From New York to New Delhi, Amsterdam to Auckland, Beijing to Buenos Aires, San Francisco to São Paulo, Bombay to Berlin, there are pioneers among us who provoke us, make us think, and fill us with awe. Pioneers are people who aren’t afraid to start the conversation, get dirty, and speak out in defense of what’s right. They have a sense of responsibility, and they are willing to step up and create the world they want to live in.

In this publication, Berlin edition, we look at pioneers who are at work in Berlin right now. This city has experienced a great deal of change in recent decades. To recover and reinvent itself, Berlin has relied on creative rebels and the social groups who strive to give the city a renewed sense of purpose.

Whether it’s helping young people at risk, creating provocative imagery in the form of street art, or generating smiles with a microphone, these pioneers are relentless, visionary, and inspiring. We salute their hard work and the work of all those who toil for the better. The Levi’s® brand believes in the pioneer spirit and that there is a part in all of us that will not rest, will not turn away, and will not cease until we have left the world better than we found it.

LS&CO. 2 3 BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN LEVI STRAUSS & CO. SUMMER 2011 BERLIN’S BIG BROTHER FADI SAAD

Fadi Saad is on a personal mission best to take time to listen and give Part of Saad’s method, of course, to bridge the worlds of Berlin and kids good advice, which for many of is being open to suggestions and help youth at risk avoid lives of them is more than they’ve ever been collaborating. “If you ask for their violence and drugs. “Berliners can given. He laments the fact that he opinion and give them the feeling live in the same city yet be in can’t reach every at-risk youth, but that you’re listening and that you completely different worlds,” says it doesn’t stop him from trying. He care, they will feel responsible. Saad. “My own past motivates me to makes a difference in the lives of And responsibility results in role help other young people.” Saad grew the children he meets, and they, in model behavior.” up as one of Berlin’s lost children. turn, make a difference in his. Without a proper role model, he For Saad, good results stem got involved with a gang. However, “My goal is to be a mirror for from mediating between the despite overwhelming obstacles and these kids,” Saad says. “I show them many communities of Berlin and pressures, Saad changed the course the consequences of their actions immigrants. By taking on the role of his life. He now works in the so they don’t end up going the wrong of mediator, he tries to bring these Moabit-East Community Organization way. Each young person that doesn’t cultures closer together. “People and also serves as a youth advisor end up in jail is a success.” who can do this best are those of in area schools. “I’ve been working us who are active in both worlds.” with children, adolescents, and Saad has written a book about his Saad expresses the fact that this families in deprived areas since responsibility can, at times, be theories and educational practices. 2002.” heavy and challenging, but it also Titled Der große Bruder von Neukölln fills him with great pride. “My job (The Big Brother from Neukölln), the Saad decided to be the role will be complete when they are able model he never had. He now book expounds on themes of equal to deal with their future works to improve integration and opportunity and inclusiveness. It’s by themselves.” understanding between different put Saad at the center of the issue cultural centers within the city. and added his voice to advocating He believes he can find ways for for young people who would normally communities with Arab backgrounds exist at the fringe. The book has Find out how you can help Saad to feel comfortable in a Central been praised for enriching the help the children of Berlin at European culture. Saad does his integration debate in . www.fadisaad.de

FADI SAAD Fadi is wearing 501 ® special-edition “120 Years of 501®” jeans and a Levi’s® Engineered Jeans® t-shirt 4 5 BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN LEVI STRAUSS & CO. SUMMER 2011 THE EYE OF THE EAST SIDE Sven Marquardt

Into the night, world travelers the ’90s, reflecting Marquardt’s happened with music as well. Techno head for a gigantic former power time of uncertainty. Perhaps the music, along with other musical plant that pulses with techno music. unification of Berlin took time innovations, flooded across the It’s a beacon, a high-intensity for him to grasp and understand. former border. Berghain is a capital music venue called Berghain in And yet his work melds these two for this experimentation, and it’s Friedrichshain, Berlin. But before time periods, before and after. fitting that Marquardt minds the they pass through the gates into door. “As doorman, I still have a the early hours of the morning and The early pictures are from the lot of fun. I don’t party too hard a mass assemblage of dancers, they ’80s. “It was in 1982, I believe, anymore . . . but with my job, I’m must face Sven Marquardt, one of when I got invited to have breakfast still part of the scene.” the planet’s most famous bouncers. in an artist’s household, the home of Robert and Jenny Paris, On a good night, the atmosphere at Marquardt has seen a lot. His friends of mine. Their parents are Berghain is enjoyable to Marquardt memories and ties to the past artists, and their mother, Helga where, despite now being a published are lurid. He grew up in the Paris, is the photographer that author and photographer, he former Communist bloc of Berlin, ended up mentoring me. They had continues to work the door. He’s old where he became an acclaimed this amazing, big, and beautiful enough to remember clearly what life photographer. But with the apartment. I started taking pictures was like, learning photography in unification of Berlin, Marquardt of the people there, giving them the former . That gives became curious and uncertain instructions like where to stand his work a feel not many others about his future. The transition to get the best light. I took some have, taking photography to a place for him would be difficult. of my favorite pictures I have only he can call his own. Oddly, ever taken here. Helga Paris saw Marquardt is someone who feels most “When the wall came down in 1989, my pictures and she asked to see alive in a graveyard. Judging by I was already 27, and in this new more—-it was a great honor for me.” his looks alone, you may not want day for a unified Berlin, I felt a to run into this man in a dark bit self-conscious at being from Together with Helga Paris, alley. But the truth is, he’s a nice the east. Something changed for Marquardt was a member of the person with a unique perspective me. I briefly lost my passion for GDR Artists’ Association. “We on Berlin’s past, and future. The photography and started to search were young, innocent punks, a unifier. “Now, seeing what the city for other jobs. I was undisciplined, new generation of photographers, has become—-two halves becoming I partied a lot—-this was the time and she was fully supportive whole—-I feel a great sense of pride when I started to work as a doorman. and definitely paved my way.” at having grown up in East Berlin.” This was my way to dive into a new life in a new time. I don’t Marquardt’s later pictures have regret a moment of this time.” been described as portraits of humans from the night world. Here Marquardt is a connector. He is a we see an explosion of expression bridge from the former division to with body piercings, tattoos, and the new Berlin. His photography now subjects with exaggerated physiques. connects as well. His recent book, In a way, this outpouring of To see more about Sven Marquardt’s Zukünftig Vergangen (In the Future creativity and freedom may echo work as photographer, Past), chronicles his photographs the collapse of the visit these web sites: from 1984 through 2009. Within and its effect on creative culture marquardtfotografie.com the imagery there is a gap during in Berlin. We see this in what ostgut.de/booking/artist/25

SVEN MARQUARdT 6 7 Sven is wearing the Levi’s® Vintage Clothing Trucker denim shirt BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN LEVI STRAUSS & CO. SUMMER 2011 HOLDING A MIRROR TO THE CITY various & gould

Deserted factory buildings, immigration, a sensitive topic and themes are not always obvious at naked walls, and secluded areas not only in Europe. Various & Gould first sight,” says Various. “Imagine are Berlin’s pearls. These are also made portraits of famous German, it being music. Maybe you like the the favorite spots of Berlin-based French, and American people who are melody at first, and then after a lot artists Various & Gould, a creative in some way linked to the subject of times listening to it you catch duo that began in 2005 with a of immigration. Then, in a style the lyrics.” shared love of Berlin’s open, free reminiscent of a children’s face spaces and do-it-yourself attitude. puzzle, the images are cut into Art was never just a hobby for The city walls on which they paste interchangeable strips, with endless them; it’s a belief, a passion. bespoke silk-screen collages are variations. There is also a series It’s work. This thinking also carefully chosen. The collages are of words on strips so the faces can manifests itself in the project infused with hidden messages and be swapped out with iconic labels called Rabotniki, which is Russian seamlessly incorporated into Berlin’s such as cities, names, religions, and for “workers.” In a series of wheat- colorful nooks. Their art begs for clichés. “The result is patchwork paste postings, Various & Gould show interpretation, offers insight, identities that confront you with how technology has become a part and provokes thought about current your stereotypes,” says Various. of the worker by creating imagery events and social issues. that combines humans with machines. “It’s also about communication,” The postings are a cheer for the For Various, a name the artist explains Gould. “Working in the worker and an homage to the changing took because of a love for various streets is a way of making yourself realities of human interaction in artistic styles, her work began with feel like a part of the society and manufacturing and manual labor. an eye-opening experience while the city, and, at the same time, it Pointing out these changes in Berlin walking outside in Berlin. “I saw tells the other citizens that they and the world at large is at the a pasting by Swoon on the Oberbaum are worth being an audience and heart of Various & Gould’s ideas. Bridge. The piece really stuck with being given a gift by a stranger. me. That was a key moment where I When people understand that they “Our work was always more of thought immediately--my eyes are and their city are being appreciated a profession,” says Gould, “and open in a way they weren’t before. and are the recipient of so much that profession is our goal. It After that, I noticed the city in a effort, it can give these people an was exciting initially when we different way.” understanding of what it means to be started working on the road, but living in a society.” Adds Various, it has transformed over time from This awakening, married with “The things that move us flow into being about pure fun, toward the duo’s love for craft and the art, and the art flows onto the professionalism. We try to keep fun expression, gave rise to a number st r e et s.” in our work, and it is fun, but it’s of projects involving wheat-pastes also a lot of work. There is always and actions. “We have a love of As their art infiltrates society, a belief and a passion behind it.” paper, an enthusiasm for accidental society finds its way into their art. beauty in everyday life as well as Immigration and emigration, the collaborations with artist friends, disappearance of old professions, and above all, working in the public the ever-evolving sexual identity space. Our mutual interests are at of modern Berlin--these are all the core of our teamwork.” things Various & Gould confront in a playful, vibrant way. There isn’t One of Various & Gould’s projects really one single message in their See more work at www.grobgrafik.de/en is the Identikit series. Here they work, but there are a lot of issues or contact Various & Gould at address clichés associated with and questions incorporated. “The [email protected] various & gould Various is wearing Levi’s® Curve ID jeans, and Gould can be seen in the Levi’s® Tab Twills jeans 8 9 BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN LEVI STRAUSS & CO. SUMMER 2011 COMING AT YOU LIVE FROM JOE HATCHIBAN

Don’t be surprised if you suddenly The experiment took off, and Every Sunday, Hatchiban sets goals become the star of a live karaoke now it’s a Sunday standard. For for his karaoke concerts. “I have a concert while strolling through Hatchiban the concerts are a checklist: Somebody under the age Mauerpark on a Sunday. A microphone rewarding experience that unites of three must receive a standing plugged into a full sound setup Berlin in live performance. ovation for singing a nursery rhyme might be handed to you, and hundreds “There’s a very strong feeling I a cappella. Eighty people have to of adoring and demanding fans could get immediately afterwards. There’s do the Macarena. My voice has to go be cheering you on. The idea for a satisfaction with having been hoarse from singing along. And there this spontaneous music event belongs closely involved with hundreds of has to be at least one marriage to Gareth Lennon, better known as interesting, decent, funny people proposal.” Joe Hatchiban. Hatchiban has been for an afternoon.” staging street karaoke for the past Today the Mauerpark area is one few years and is now permanently The group concerts are an of the most popular places for located in Mauerpark’s outdoor appropriate event for Mauerpark. young people to live. It’s known amphitheater on Sundays. Hatchiban’s The park was created after the for its lively street performances karaoke sessions in the park have and vibrant nightlife. Hatchiban Berlin Wall was dismantled in become a Berlin sensation, with has formed an emotional attachment 1989. Mauerpark (literally, “Wall upwards of 1,500 people from all to the park and his concerts. “The walks of life joining in on the fun. Park”) borders the best is when I get goose bumps all district of former East Berlin and of a sudden,” he says. “And then I “Early in 2009, I started stopping the district of former look around and see that a bunch of people and asking them to sing . The park is located in others have gotten them too.” karaoke on the streets of Berlin,” a zone that was known as the “Death says Hatchiban. “A little later, Strip”—-an empty area between the I hit on the idea of going to the wall structures, dividing the eastern amphitheater in Mauerpark with wall from the western wall. In other my gear on a Sunday.” This was words, Mauerpark is at the very focal an experiment to see the effects Find out more about Hatchiban and his karaoke would have on the crowds point of division and reunification. karaoke at www.bearpitkaraoke.com that came to the park for the flea This makes the park both a market. “Of course I was also commemoration of a reunified Berlin Mauerpark curious to see if people might stick and a new stage for citizens to meet Gleimstraße 55 around, watch, and hopefully take and sing together as Berliners. 10347 Berlin part too.”

JOE HATCHIBAN 10 11 Joe is wearing Levi’s® 514™ Slim blue jeans BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN A LEVI’S PUBLICATION SUMMER 2011

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12 13 BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN LEVI STRAUSS & CO. SUMMER 2011 MITTE’S inside man JOHANN HAEHLING VON LANZENAUER

In 1996, as a 19 year old punk, “The only rule for the artists just a flash in the pan. By being Johann Haehling von Lanzenauer moved showing at the gallery was: No earnest about his profession, and to Berlin. He arrived from Baden- rules! The artists should act holding the artists to the same Baden, a picturesque little city in free, radical, and outside the standard, he continues to elevate the Black Forest, and jumped straight classical white cube gallery Berlin’s popular art. Von Haehling into the dirty Berlin underground. culture” von Haehling asserts. is panning for gold, in a river Working as a DJ, creative consultant he feels is overfull with pyrite. and journalist von Haehling quickly One immediately gets the Who will be Berlin’s next art made friends in the Berlin street impression that for Johann, superstar? Keep your eyes on the art and graffiti world. Soon he art is a profession to be taken Circleculture Gallery to find out. became one of the premier voices in extremely seriously. Johann feels Berlin’s booming urban art scene. that just like any other business, In 2001, he founded Circleculture professionals should be working Gallery— together with former MTV every day. He has little love for The Circleculture gallery personality Dirk Staudinger. Highly amateurs and dabblers. People can be found at: influential urban artists like wanting to show their work in the Gipsstrasse 11 Shepard Fairy, Marco “Pho” Grassi, Circleculture gallery, had better 10119 Berlin-Mitte, Germany JR, XOOOOX, Jaybo Monk and Barry be prolific, unique, progressive, Tuesday – Saturday 12pm – 6pm McGee have all shown work there. and able to prove that they aren’t w w w.circleculture-gallery.com JOHANN HAEHLING VON LANZENAUER Johann is wearing Levi’s® Red, first edition 14 15 BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN LEVI STRAUSS & CO. SUMMER 2011 written in stone VHILS

Urban art can often feel ephemeral. nature of everything nowadays with believe that by removing and exposing Mostly, it can quickly be repainted graffiti, trains, the sharp contrast some of these layers—-by destroying and forgotten. Not so with the work created between the decadent them—-we might be able to reach of Vhils (born Alexandre Farto), revolutionary murals and the ideals something we lost along the way.” a prolific artist from Portugal. they upheld and the glamorous Though he is versed in collage and appeal of advertising. These are two Vhils got into graffiti at the portraiture, the works that have set opposing systems of beliefs which, in age of 10 and became interested in him apart are his “carvings.” With a way, end up fighting over the visual art at a later age. His canvas was hammers, chisels, and power tools he space that composes the city.” the south side of Lisbon, Portugal. literally rips away plaster, brick, Today his work has appeared and and paint from a wall, creating Vhils seeks to question the urban been featured around the world. a relief image in photo-realistic reality we live in and the system He cites his main influence as the detail. His art is vandalism in the that supports it. “It’s a process graffiti scene in Lisbon but also adds purest sense: he has to destroy to of critical questioning. I find this another dimension that is topical and create. The pieces are powerful, interesting and important, without current. striking, and belie belief. His pieces the pretense of actually providing must be seen, and touched, to truly any answers. Each series has its own “Growing up where I did,” Vhils grasp the intensity of an image unique message, but what I’m trying says, “the single most important scraped, scratched, and ripped into to achieve overall, as far as the influence on me was the presence of being. The energy he puts into each process is concerned, is to focus on the old political murals from 1974. creation permanently transforms the the act of destruction as a creative I didn’t look at these as being surrounding environment. d r iv e.” art, but they moved me. I remember the contrast these murals posed Vhils’s most recent pieces depict Vhils sees his work as semi- alongside the growing presence of the faces of four true Berlin archeological. He is dissecting the advertisements.” pioneers whom we admire and have layers and trying to understand what written about in this issue of lies beneath. “I believe we are all Vhils’s collaboration with the L e vi’s ® Go Forth™ publication. composed of many different layers of L e vi’s ® brand at the time of Bread social and historical fabric, which & Butter 2011 in Berlin is meant to “I am inspired by the complexities ultimately form us. The environment honor all those pioneers in Berlin of the urban environment,” Vhils we live in is the product of this and in cities around the world who says. “The chaos, the ephemeral same process of layering, and I work for positive change.

VHILS 16 17 Vhils is wearing Levi’s® Monochrome jeans BERLIN A LEVI’S PUBLICATION SUMMER 2011 BERLIN LEVI STRAUSS & CO. SUMMER 2011

Berlin stands as both a promise and a reminder. It is a city beyond politics, saw beyond the naysayers and the critics. Apathy that has endured a violent division and an overwhelmingly emo- is dead. The world can be what we all make of it. The time for tional unification. It stands as an example of what can be done personal responsibility has found us. when ideas and creativity spread without borders, without bar- riers, and with the exuberance and free expression of those who Now is our time to realize that opportunity is directly in embody the pioneer spirit. The collapse of the wall is perhaps front of us. We must devote our energies to progressive change. the single most symbolic moment in a Europe united by the prin- We are humbled by those Europeans who dare to dream, dare to ciples of freedom, democracy, and the pursuit of happiness for work, and dare to strive for better times. The world looks to all who would come to find it. Europe as an example, as a model of what can be. And the world looks to Berlin as its proof that there is a universal desire for Each new challenge, each new obstacle, each new debate makes equality and creativity in a free world forever moving forward. Europe more resolved to find new ideas and answers. It makes us stronger. It fuels our spirit and is ageless. There is no turning back. The unification of Berlin is the result of people who saw Go Forth™.

18 19 A Community-Based Screen Printing Workshop alte MÜnZe. aM KrÖGel 2 EckE NEuE JüdENstrAßE. 07/07- 18/08 Collaborations daily Workshops: With sCreen printinG sven Marquardt: July 13-17 Fadi saad: July 20-24 Johann haehlinG von lanZenauer: July 27-31 basiCs Klub7: August 3-7 Joe hatChiban: August 10-14 advanCed Free sCreen printinG and open to the public: Wednesday – Friday 12:00-22:00 teXtile printinG saturday – sunday 11:00-21:00 follow us on TwiTTer: www.levi.com/printworkshop @levisworkshopberlin Become a fan: www.facebook.com/levis

28.06.2011 18:46