Levi’s Opens a Haus of Strauss in Mexico City – Sourcing Journal

A thriving art scene, new boutique hotels and trendy restaurants make Mexico City a prime location for Levi’s fourth Haus of Strauss.

The heritage denim brand opened its newest Haus of Strauss in the Mexican capital last month in the Colonia Juárez neighborhood. Vogue recently described the emerging area as Mexico City’s “hottest” and home to the city’s “hippest speakeasies” and boutiques stocked with independent and sustainable Mexican brands.

“As a local, I immediately knew the neighborhood and type of property we needed to find. The list was long, but we found the best house, the perfect space and the ideal canvas to bring to life such an iconic project,” said Adriana Flores, Levi’s director of brand experience for Latin America.

Since opening the first Haus of Strauss in Los Angeles in nearly 20 years ago, the Haus of Strauss network has grown to include four more locations around the world including Tokyo, Johannesburg and London. The Haus of Strauss concept serves as hubs for music, entertainment, and design communities and as the “gateway to long-standing relationships, partnerships and campaigns with Levi’s.”

The four-story space reflects Mexico’s past and present. Traditional Mexican architectural techniques like naturally dyed plasters were used, and a shade of blue paint for the building was selected for its association with denim and Mexico. The furniture featured throughout the Haus of Strauss is made in Mexico as well. Levi’s reported that work by more than 30 emerging Mexican furniture, textile, décor and art designers is featured in the location.

Visitors to the Haus of Strauss can enjoy a drink, flip through books and pick out a record to play all before they start their fitting and styling session. Guests then receive a tour and history of the brand before stepping into a showroom which offers Levi’s seasonal collections, special editions and vintage products. Fitting rooms are described as “cozy and intimate” and The Tailor Shop brings together local artists and designers with Levi’s Master Tailor.

“The team bringing the Haus to life made sure that it kept the architectural and cultural integrity of Mexico while infusing the spirit and DNA of the Levi’s brand,” the company stated on its Unzipped blog.

Levi’s and its supplier Draco Textil Collective were called out last year by the Ministry of Culture of the Government of Mexico for plagiarizing designs that belong to Oaxaca state’s Mazatec culture. The ministry claimed that Levi’s and Draco did not indicate the name of the communities or provide any compensation for using the designs. Levi’s Mexico, however, refuted the claims and said the contracts between Levi’s, Draco and the artisans establish terms for a better collaboration and prevention of any act that could be interpreted as cultural appropriation.

The Haus of Strauss design, Flores added, “connects to the heritage” of the Levi’s Madero flagship housed in a 19th century, neo-classical building protected by two federal institutions: the National Institute of Anthropology and History (INAH) and the Ministry of Urban Development and Housing (SEDUVI). Opened in 2018, the store was Levi’s first flagship in Latin America.

The Latin America region is increasingly important to the brand. In 2021, Levi’s opened NextGen stores in Viña del Mar and Santiago, both in Chile.

“The Haus of Strauss is the most curated and high-touch experience a person can have with our brand,” said Rui Araujo da Silva, Levi’s SVP and managing director of Latin America. “We are so excited to bring the best expression of Levi’s to [Latin America] and drive real business results through the Haus of Strauss. The sky is the limit for [Latin America].”