Levi's Vintage clothing site's ongoing mission is to select garments from the Levi Strauss & Co.'s archives that embody milestone styles from past youth cultures and give the products a renewed contemporary relevance. The 1920's and 30's were a time when America began it's "Reel Revolution". experimental works led to new innovative techniques in movie making, specifically 'stop motion' animation. Behind the scenes it was the technicians who were responsible for such innovations. Their styling was practical and comfortable, yet still sharp. They saw a need for practical and respectable clothing. Levi Strauss & Co responded to this change by introducing new leisurewear labels, such as "Levi Strauss Make", Levi Strauss & Co.'s first non-denim brand. Lateral have designed and built a site consisting of moving pictures and animated frames that reflect the "Reel Revolution" concept. The look and the feel is one of an early B/W experimental film, with an all pervading flicker that allows you to jump cut between the products and the artist's work. The web-site involves the viewer around both the product story and an art and customization focus. Providing today's artists with a platform to showcase their recent work - Denim-in-the-can (short films).