GET RIVETED WITH THE NEW LEVI’S COPPER RANGE
COME 2007
<Singapore, 12 February 2007> The Levi’s brand kicks off the denimwear fashion scene in 2007 with a fresh collection that’s imbued with heritage and character. Through meticulous craftsmanship, bold copper accents, raw and leather details, and vintage finishing, the new Levi’s Copper range embraces the down-to-earth charm of the Gold Rush era and updates it with a fresh design concept that will define denimwear in 2007.
“This is what will get people talking about the Levi’s brand and all excited about denim. We believe that Levi’s Copper jean has the potential to become one of the hottest things to happen in denimwear in Asia, on par only with other Levi’s creations such as Levi’s Engineered Jean , Levi’s Type 1 Jean and Levi’s Lady Style,” said Steve Castledine, Vice President for Levi’s brand, Levi Strauss Asia Pacific Division in Singapore. “We believe in preserving the best of our heritage, yet innovating and evolving with our consumers, and at the same time creating the trend and demand that makes us the authority in denimwear,” he added.
While the Levi’s Copper collection is brand new, it remains deeply rooted in the Levi’s brand heritage, paying homage to the first copper-riveted work pants invented more than 130 years ago by Levi Strauss & Co.
The Levi’s Copper design concept plays up the beauty of imperfection and curves, resulting in a collection of jeans, skirts, t-shirts, shirts and jackets that are authentic and ruggedly charismatic, yet playful and fun. To complete the look, the Levi’s brand has also developed accessories – watches and belts and– that carry through the inspiration for Levi’s Copper collection.
Levi’s Copper Jeans
The core line features jeans with skewed back pockets and elaborately scooped front pockets. The recognisable Levi’s Two Horse patch is also irregularly shaped and made of genuine leather.
The range’s bright copper stitching outlines pockets, accentuates the Levi’s Arcuate, and also appears on side seams as reinforced stitching. Continuing the copper motif, the button and rivets are in stained copper colour.
The inside waistband is printed with the statement: “This pair of jeans is inspired by the ‘patent riveted overall’ made of denim by Levi Strauss & Jacob Davis in 1873”, signifying strength and durability, just like the pair of ultra-reliable copper-riveted work pants worn by miners in the 1800s.
The seasonal line will bear the same insignias plus print detail on pocket linings for all jeans, and on the inside waistband of women’s jeans. It will also feature leather flaps over back pockets and leather patches on pocket scoops.
The jeans come in mid- to dark-tone vintage finishing over red cast denim, with subtle contrasts and effects that include exaggerated whiskers, paper crease marks, and a hint of scraping. The finishes also come in names that echo the Western Cowboy inspiration, such as Orange County, Gold Rush, and American Cowboy.
The key silhouette for both men and women in this range is the Carrot/Low Crotch Slim Fit. There are two other silhouettes for men: Regular Straight and Loose Straight; and four for women: Boot Cut, Skinny, Slim Straight and Low Crotch Cropped. The seasonal line for women will include denim shorts, mini skirts and A-line skirts.
Barking Irons for Levi’s Copper T-Shirts
Beyond jeans, Levi’s designers have teamed up with the underground designer-casual label Barking Irons to offer a range of t-shirts specially made for the Levi’s Copper collection.
The result is a line of three strong graphic designs portraying gritty, unpretentious 19th century New York: Down in a Deep Dark Hole, a textual print of the repeat chorus sung by miners to pass the day’s labour; Crushers, an early 1900s official emblem of New York policemen who were called “coppers” then; and Cameo, showing a still photo of a young man deep in thought – often taken by men before they went off to war or down the mines – and kept in cameo charms on a necklace by their loved ones. The designs are printed on a palette of earthy shades of brown, red and gray for that genuine vintage look.
All t-shirts designed by Barking Irons for Levi’s Copper collection have a printed label on the back that certifies the partnership.
The Levi’s Copper offering of tops also includes non-graphic V-neck t-shirts with hand-crafted embroidery on the neck and polo shirts, both of which have been given a stylised grubby finish; crew-neck Levi’s Copper graphic t-shirts with embroidery on the neck ; long-sleeved denim shirts; and long-sleeved contrast checked shirts. Women are also offered a fitted and a cropped denim jacket.
The watch is a bold statement of modern heritage by itself; and an understated stylish complement to the Levi’s Copper ensemble. Giving it a world-wise character are its determined round face on square metal in copper, silver or black; wide washed leather strap in rich earthy brown or coal black; and neat strong white hand-stitching outlining the strap. Details such as a metal ring on the buckle, imprinted Levi’s Copper sign-off on the strap and on the face, and an extended strap loop make it and interesting accessory.
As for leather belts, these are given a vintage feel and look with washed leather and details including a worn finishing, handstitching, deep punched effects, irregular shaped double pin buckle, and key buckle.
Finally, the Levi’s Copper range of accessories also includes zipper wallets in black or light beige, with red “Levi’s Copper” and sunshine embroideries.
The Levi’s Copper collection is available in Singapore from 29 March 2007. Prices start from $139.50 for a pair of jeans.
About The Levi’s Brand
Invented in 1873 by Levi Strauss & Co., Levi’s Jeans are the original, authentic jeans. The Levi’s brand offers the widest range of great fitting jeans on the market and are the most widely recognised and often imitated products in the history of apparel. Levi’s Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world and continue to do so today through more than 150 years of jeanswear innovation.
