Levi’s Blue Tab Launch Event

A New Shape of Blue

Being part of the Levi’s® Blue Tab™ Collection launch in Amsterdam was one of those moments we won’t forget anytime soon.

We were invited to join the event and take care of the matcha martinis and personalized matcha whisks, and it honestly felt like an honour to be part of an evening so focused on craft, detail and culture.

An evening built around craftsmanship

Guests first explored the Blue Tab™ Collection, guided through the story behind the pieces and Levi’s® deep connection to Japanese denim. The space felt calm, considered and intentional - everything was about process and quality rather than spectacle.

Afterwards, guests were welcomed with an ASA Matcha martini, alongside sushi and a Japanese tea ceremony. It set the tone for the rest of the evening: relaxed, curious and open.

Personal matcha moments

One of our favourite parts of the night was personalizing matcha whisks on the spot for invited press and influencers. Each whisk was engraved live, turning it into something personal rather than just a takeaway.

The reactions were genuinely heartwarming. People stayed, watched, asked questions and shared how much they appreciated receiving something made just for them. Those small moments of connection made the night extra special for us.

A shared appreciation

What made this collaboration feel so natural was the shared respect for craftsmanship. Whether it’s denim or matcha, meaningful products are built through time, care and collaboration.

We left the event feeling grateful: for the conversations, the feedback and the opportunity to be part of such a thoughtfully curated launch.

It was a pleasure to be there, and an honour to serve ASA Matcha at the Levi’s® Blue Tab™ Collection event.