Levi’s Become More Than Dungarees

By webadmin on 04:02 pm Jul 18, 2012
Category Archive

Sylviana Hamdani

Jeans were invented in the 17th century for sailors, miners and factory workers in need of sturdy trousers able to withstand the wear and tear of harsh work environments.

Over the years, the style evolved. Now, the soft comfort of cotton-twill, and the jeans’ rugged look have made denim the leg-wear champion of the world. Even as technology continues to give us new, beautiful fabrics to wear, denim has retained its popularity.

On July 5, jeans maker Levi’s launched its Fall 2012 collection in Plaza Senayan, Jakarta. The collection defied the modern convention of jeans as casualwear.

The new collection consists of slim-fit trousers, jackets, shirts and accessories, aiming for a classic look but with creative twists. You can wear this collection to the office or to evening parties and look neat and presentable.

“The refined, tailored look in the Fall 2012 collection embodies Levi’s commitment to detail and perfection,” said Levi’s Indonesia commercial director Sumesh Wadhwa.

The launch marked Levi’s introduction of three new series of tapered jeans into its men’s collections.

The 511 trousers rest below the waist. They are quite roomy in the posterior area, with a slim cut that extends down to the ankles.

The 508 trousers are snug around the waist. Their slim fit extends to the thighs, legs and ankles.

The 520 pants offer an oversized waist that hangs loosely around the hips, with legs that taper to super-skinny openings.

The pants’ color palette ranges from muted earthy tones to bright red, cyan blue and mustard yellow.

“We brought fresh and unexpected colors to the men’s collection this fall,” Levi’s merchant Finna Joe said.

These colorful denim trousers turn out to be a perfect match for the company’s already-popular shirt and T-shirt collections.

They feature Levi’s classic checkered patterns in basic monochromatic colors, such as gray, blue and red, and are made mostly from lightweight cotton for maximum comfort.

The men’s T-shirts are mostly embellished with a stripe pattern across the body in various contrasting colors. The denim shirts have a neat, tailored look and a slim fit with a variation of breast pockets styles.

In the fashion show, a male model looked quite suave, dressed in classic blue jeans and a simple sky-blue shirt and black jacket.

For a modern and funky look, you can pick out a pair of indigo jeans with a regular taper, a long-sleeved white shirt, a grey vest and top it off with a simple bowtie.

You can even complement that look with a classic fedora, and you are good to go for a fun and stylish night out at the clubs.

For women, Levi’s introduced the new Bootcut Skinny trousers with a noticeably feminine tailored look.

“It is a modern take on the traditional bootcut with a tapered, super-skinny fit that kicks out at the ankles to create sexy leg silhouettes,” Levi’s product manager Anna Widyastuti said.

The new women’s series is part of the Levi’s Curve ID fit system that accommodates various female body types, including hourglass, curvy and straight.

The Bootcut Skinny jeans are available in the super-stretch satin denim that is soft to the skin with a special buttery feel.

In the fashion show, these sexy jeans were paired with long-sleeved denim shirts, fitted T-shirts in bold colors and the classic Levi’s checkered shirts.

“It’s about giving more femininity and more choices for the women to look good,” Sumesh said.

In the Fall 2012 collection, Levi’s Indonesia for the first time introduces women’s dresses. They’re made of soft denim, chambrays, cotton-linen and Tencel, an artificial fiber made from wood pulp cellulose. The fabric has a smooth, silky feel and in the show it appeared to gleam under the spotlights.

These mini-dresses are very feminine with fun flirty details, such as Hollywood waistbands, pin-tucks on the body and lace embellishments.

In the fashion show, these dresses were complemented with thin, braided leather belts, ankle boots and Fedora hats for a hot, sassy look.

“Our accessories collections have grown rapidly in the recent years due to increasing customers’ demands,” Sumesh said. “Now they have more interesting designs and beautiful colors.”
Levi’s Look

Prices for women’s and men’s jeans start at Rp 499,000 ($53).

Accessories start at Rp 259,000.

The new collection is available in all Original Levi’s Stores in Indonesia between July and September 2012.