Words: Lebo Mavuso
Levi’s Footwear has launched Dunk DC sneakers, in memory of a young cancer sufferer’s great design ideas – and a percentage of profits from the sale of the range will be donated to the Childhood Cancer Foundation (CHOC) each quarter, to help other youngsters survive the disease.
The Dunk D.C. range was inspired and designed by 18 year old Daniel Copans, who is the nephew of Laurence Slotsky, Owner of Footwear Trading South Africa.
Slotsky says, “The idea came together when he and Daniel visited the Levi’s flagship store in Sandton City. Daniel spotted a particular shoe that he liked but the store did not have his size. He suggested a redesign to Slotsky, taking the fabric upper combination of that shoe, and putting it onto a Dunk, with a couple of other modifications.”
Within two weeks of samples being created and delivered to Daniel, his health had deteriorated significantly.
When Daniel eventually saw his shoe design, the amateur designer had a few more changes to ensure the final product matched his sporty and urban casual style. The denim-inspired fabric gives the shoe a personalised touch that differentiates it from other Dunk sneakers in the Levi’s range.
Daniel Copans passed away just two days later, but his memory will live on through the Levi’s partnership with CHOC: the brand has already given more than R30,000 to the Foundation to help further its work with youngsters suffering from the disease. In Daniel’s honour, the outsole of the Dunk DC features a unique yellow plug, representing all those suffering from Sarcomas.
Regarding the impact of the campaign, CHOC’s Programme Development Manager, Adri Ludick says, “The campaign has translated into a steady increase in the bed occupancy in CHOC houses over the past years. Thus more children are being diagnosed and treated, which is good news.”
About Levi’s
For over a century, men and women have done amazing things in their Levi’s®. They have built countries, changed perceptions and expressed themselves through film, art and music. Today’s generation isn’t fighting against something, they are fighting for something. Just as Levi’s® is looking for new opportunities, so too do the people who wear Levi’s®. They are building, creating, making and shaping, enduring and shouting. They challenge the rules and aren’t afraid to get dirty. The Levi’s® brand embodies a pioneering spirit that is always driven to innovate. It unites our hopes, our dreams, our efforts, and our energy. Levi’s® have been worn by presidents and farmers, doctors and outlaws, princes and mine workers. They are a common thread with a common promise: to provide quality product in which to Go Forth®.
Stockist Details
Available in all Levi’s retail stores, selected Edgars and leading fashion retailers. Dunk DC price: Lo: R549.95 Hi top: R579.95
