What is the Levi’s brand philosophy?
The Levi’s® brand epitomizes classic American style. Levi’s® jeans have beco me the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.
Levi’s keeps coming up with innovative technology for denims and the latest invention is denim with recycled content. How did the brand come up with this idea and what is the process of creating these denims?
Introduced in late 2012, the Levi’s® Waste<Less™ products represent the latest chapter in the company’s ongoing commitment to sustainable design.We are committed to building sustainability into everything we do. To help focus our sustainability efforts, we’ve taken a product lifecycle approach. A few years ago we completed a lifecycle assessment of the biggest environmental impact of our iconic product – a pair of Levi’s® 501® jeans. We’re addressing this impact through the Better Cotton Initiative, which helps farmers reduce the amount of water used to grow cotton and through our Care Tag Label, which encourages consumers to wash less, wash in cold water and donate their clothing. In addition, to cotton and consumer use, we are focused on reducing our water use in the part of the manufacturing process that we have more direct control over. The Levi’s® Water<Less™ collection reduces up to 96% of water used during the finishing process.
What are the advantages of wearing denim with recycled content? Do they last longer than the regular denims?
Each Levi’s® Waste<Less™ product uses fabric with a minimum of 20 percent post-consumer recycled content, or, on average, eight 12 to 20-ounce bottles per jean. The collection for the latest season includes jeans, shirts and tees. Global bottled water consumption is about 29.9 liters per person per year. We are consuming a lot of bottles, and many of them are ending up in landfills. In some countries, as much as 70% of those plastic bottles end up in landfills. We hope Levi’s® Waste<Less™ jeans can help highlight the ability we all have, to reuse materials and help eliminate additional waste from ending up in landfills. The idea behind this initiative is simply to build awareness among consumers that they have a choice to buy sustainably designed denim without comprising on style, comfort or durability.
What new kinds of cuts and patterns can we expect in Levis’ latest collection?
The Spring/Summer ‘14 line is centered around our icons – the 501® jean and the western shirt, interpreted with new color and fabrics. Inspired from Aztec, Abstract Camouflage and Palm Springs, the Spring/Summer’14 line also celebrates print and pattern curated to present a fresh seasonal aesthetic.The exciting news is that we’re bringing innovation to our classic 5-pocket jean, shirts and tees though the Levi’s® Cool collection. This cutting-edge collection is woven with advanced thermo regulating fibers to keep you cool and dry in the Summer. We’re confident that this collection will change your mind about the misperception that denim is too hot and heavy to wear during the warmer months. From a cut and silhouette point of view, the men’s tops line stays focused on comfort fits, ideal for Summer. Classic western and work wear styles anchor the shirt collection while the Henley and One Pocket lead the tees assortment. The women’s line offers easy shapes and feminine silhouettes with a focus on interesting necklines and hemlines which form the highlight of the collection.
How does street style influence the brand?
For over 140 years people around the world have brought their own unique style to iconic Levi’s® pieces. Their energy influences everything we do, from brand marketing to product design. Last year, the Levi’s® brand embarked on a campaign called “501® Interpretation” to celebrate the range of expressions of unique personal style from around the world. We put the Levi’s® 501® in the hands of the fans—young and old, famous and not so famous—asking them for their interpretation of the original.
What are the new colours that the brand has included in the latest collection?
Red, white and indigo are classic and timeless colors for jeanswear. They serve as a foundation to build the seasonal color story that complements the Levi’s® look and feel. This season, we bring in hues of soft brights like coral, dandelion, cadmium green balanced with shades of blue. For high Summer, pastel shades of pink, lavender and azure blue take the lead. While white and shades of white are integral to season’s palette, we bring in a special moment through our “White on White” collection. For women, the Summer collection is set to surprise our fans with the “Neon Fever” story which juxtaposes neon tones against Summer neutrals.