A sneaky peek at Levi’s S/S 2013 collection
Last night, in an empty Victorian warehouse in London, the famous denim brand Levi’s hosted a party to launch their upcoming SS13 collection. The brand, known for creating the blue jean in the late 19th century, presented their new season’s range in the vast space of three warehouse floors. The factory location fitted the brand’s identity perfectly, whilst equally portraying its cool and casual style. With white-washed brickwork, worn floorboards, iron staircases and industrial beams stretching across the high ceilings, the sense of the early work wear and overalls from which Levi’s originated was conveyed.
Each floor felt more like an art exhibition than a fashion launch, as mini installations told the story of Levi Strauss, where they started and how the brand has progressed. Models also brought the displays to life, whilst modelling the new ranges and innovative collections.
Giant, twisted expanses of fabric from the ceiling falling into heaps of brightly coloured powder were used to introduce Levi’s new quilted blanket collection. Pieces of vintage Indian fabrics have been interwoven with modern twills and chambrays, combining different patterns and textures to make individual and unique pieces. India also served as inspiration for the new Levi’s Color collection. Using the Indian notion of celebrating life through bold and bright colours, Levi’s have introduced their very first vibrant coloured 501 jeans. The vivid tones and warm veggie dye palate are a cheerful welcome to SS13.
The brand’s latest Made & Crafted collection has been inspired by recalling a journey through the American west and was portrayed by suspending varying pairs of classic 501 jeans above a railway line, showing how they have been altered over the past 120 years. The collection is a combination of traditional and newfound designs echoing the spirit of adventure and the excitement of discovering new places. This culminates in a kaleidoscopic whirl of colours, textures, shapes and materials mixed in unexpected ways and creating more than just a pair of jeans.
Levi’s has always stayed contemporary and current not only with its fashion, but also with its methods of production. The recent Water<Less campaign to reduce the use of water by up to 93% in some styles, proved to be a huge success and has led to their latest venture – Waste<Less. The brand has now turned its hand to recycling and, to be more specific, recycling plastic bottles. From eight plastic bottles, a form of denim can be produced which creates a pair of durable eco-friendly jeans. The SS13 collection will see a range of men and women’s classic styles reproduced by recycling over 3.5 million bottles.
Although you’ll have to wait until next year for the SS13 range, you can shop the AW12 collection and classic Levi styles here. Also look out for the upcoming Liberty’s of London and Levi’s collaboration to be released next spring.