Levi's still riding high?

Levi's new fall/winter 2006 collection is hot. Low-waist, slim silhouettes for both men and women dominate, while black denim is back with a vengeance, creating an edgy, sexy look in keeping with today's trends.

The new collection, which was revealed to Belgian and Dutch press and buyers during a fashion show held at Antwerp's Zoo on Monday night, included the iconic brand's Levi's Engineered Jeans, conceptualized five years ago and designed by Danish designer Rikke Korff. Featuring trademark flat seams and single needle stitching details, the look of this denim is tough and devoid of unnecessary details, revealing a clean yet urban look.

The show opened with three new jeans concepts inspired by the classic English nursery rhyme “Rub a dub dub, Three men in a tub; And who do you think they be? The Butcher, The Baker, The Candlestick maker”. With this rhyme in mind, three new looks were designed based on the three professions named in it. The new range features 5 pocket jeans and shirts with brand new fits and finishes: ‘floured', ‘waxy' and ‘hemoglobin', details that call to mind the tricks of each trade. The result is brilliantly avant-garde.

Levi's Vintage Clothing included a selection of handcrafted limited edition reproductions, including the 1933, 1947 and 1955 versions of the Levi's 501jean. Also included were the limited edition 1933 Tow Rope Levi's 501 jeans; the original jeans were used to tow a truck stranded in the middle of California and the incident later inspired the company's most famous ad campaign. Paired with faded T-shirts, the look is casual yet sexy.

A personal favourite were the different variations on the black, super-skinny jean, which is all the rage at the moment with the fashion set. From a deep jet to faded black, these jeans are not for the full-figured, but it certainly does not hurt to yearn for them.

The label's classic Blue lines for both guys and girls were all about deep shades of indigo. Girls can choose lean form-fitting ‘Victoriana' silhouettes, but also regular and loose fits, culottes and pencil skirts and full skirts. Black and grey versions were also included. For guys, both low-waist skinny as well as comfort and loose fits were available.

www.levi.com
December 2005

Levi's premium

Now that £200 jeans seem as commonplace as £15 discount denim, Levi's, the grandfather of denim, is changing its lineup. Two new lines, Capital E and Levi's Red, will hit shelves next spring, furthering the company's representation at all price levels. Previously, Levi's had two offerings: traditional Red Tab, which sold for £50 and up, and premium denim, which sold for £110 to £180.

Come 2006, the premium category will be replaced by Capital E, a super-premium line which starts at $140 for a pair of jeans and climbs as high as £350. Some of the most popular premium fits will be incorporated in the new line, but Capital E will involve luxury details like turquoise on the buttons and extensive hand-finishing. It will take 15 people to make one pair of Capital E jeans, an added cost reflected by the high sticker price.

Amy Gemellaro, a company spokeswoman, said that the move to ultra-premium is Levi's way of staying at the forefront of the denim world. Capital E will retail in high-end department stores like Neiman Marcus and Barney's, as well as some trend-setting boutiques.

The more populist Red Tab line, long Levi's bread and butter, remains the biggest part of the company's business and will continue as before. Many elements introduced in premium lines eventually find their way to Red Tab products.

October 2005