In pictures: Levi's opens cycling workshop in Shoreditch

Denim brand Levi's unveiled the London branch of its #commuter workshops series last Thursday (7 August), targeting cyclists in east London.

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The shop is located in New Inn Yard and will be open until 17 August. The launch event saw press and fans of the brand check out the industrial workspace’s features, including the brand’s Commuter range of clothing and accessories and Tokyobike’s latest cycling offerings.

Guests were entertained by music from DJ Bradley Zero and band Only Real. A static cycling competition hosted by roller racing supplier Rollapaluza got competitors pedalling to win a free bike.

Cocktails were served off the back of a bike by The Travelling Gin Co, while beer was provided by Fourpure Brewing Co. Cyclists in attendance could take advantage of a free bike valet service courtesy of the London Cycling Campaign.

Erik Wolsky, senior marketing manager for Levi’s Energy, told Event: "The work spaces are here to provide utility for cyclists and even those that don’t cycle.

"The space provides free wi-fi, coffee, bike tuning, tailoring, and plenty of seating so that you can come in, work, meet, hang out, or just get your bike all tuned and cleaned."

When asked about the east London location, Wolsky said the choice was an obvious one. "Shoreditch is a huge cycling neighbourhood, so it made the most sense," he explained. "The specific location is along a well travelled path, so it’s an ideal location for the every day riders to stop in while they're on their commute."

Levi’s worked in conjunction with Shoreditch-based creative agency Protein to produce the workshop. It follows the opening of #commuter workspaces in New York and Los Angeles earlier this year.

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