'Fess up. I've always loved Levis. It's always been such a cool, effortless brand that still manages to impress with its sheer expanse of product range and diversity as well as its commitment to new innovation and sexy, trend focused styling incorporating it's heritage of hard wearing, hard working serge de Nimes.
Last week, Levis in their own idiosyncratic style took over a huge abandoned warehouse (Farmiloes Building) on the fringes of East London and managed to dress it up in innovative, educational themes to highlight their up coming S/S'13 collection.
Spread over three floors of hard edged industrial warehouse were snapshots and scenarios that explained and showed the product range to its full potential, giving guests a taste and feel (we could get up close and personal) of the products about to hit stores in a few months.
Firstly, the "Miner's Bedroom" area which showed off trend forward product and styling in a real-life scenario which could have been lifted directly from the 1980 classic movie, 'Coalminer's Daughter'. Sissy Spacek as Loretta Lynn would have loved these garms. Levis designers and researchers had ploughed old mine shafts for hints of original fabrication and to take the look and feel of a Kentucky or Californian mine straight through to modern day pieces. The resulting archive collection features a bib dress made seemingly of rough hewn denim shirts that feels much more at home in hip East London bars than a coal area shanty town.
Also shown was the new non-denim mercerised cotton range of muted, washed through pastels in traditional jeans & jackets styling - a leap forward for Levis in an attempt to keep moving the brand and the range forward. Part of this section was to emphasise where Levis had come from (showing selected original jeans styles from 1890) and was going to with years marked off in rail-road train tracks.
Then, there was true commitment to making a difference ecologically as the Levis guide took us through Levis new initiative - Levis Waste Less Denim Collection - a new collection of denim that incorporates post-consumer waste, specifically recycled plastic bottles and food trays.
Each Levi’s® Waste Less product will include a minimum of 20 percent of re-cycled content or, on average, eight 12-20 ounce bottles per jean. The Levi’s® Waste
Levi’s® 511TM Skinny jeans, a new modern-looking Levi’s® 504 Straight Fit jean, and the iconic Levi’s® Trucker jacket. For women, Levi’s® Boyfriend Skinny jeans in a progressive fit will be available in the U.S. and Europe.
Says James Curleigh, global president of the Levis brand of this project, “From the beginning, we have designed our products with purpose and intent. By adding value to waste, we hope to change the way people think about recycling, ultimately incentivising them to do more of it.”
Levis also showed a Hot Rod Collection of Navajo inspired pieces as well as an Indian inspired semi-quilted range (the latter being a small niche range to be directed at top stores and limited distribution) before announcing an exciting new collaboration (for Spring '13) with Liberty of London, wherein specially commissioned Liberty prints will be made into a tight range of Levis clothing. Now, that's collectible.
For news on Levi's and their ranges please visit www.levi.com