Levi Strauss

Levi’s® Vår Sommar 2010 – Jeansskjorta

Pressmeddelande   •   Feb 05, 2010 10:00 CET

Brief Summary

The Levi’s® SS2010 denim shirt collection reinterprets Levi’s® spirit with smart cuts and washes, great details (overstitching, studs) and the assurance that comes from over 130 years of making clothing perfectly in tune with its time. After all, nothing’s more modern than authenticity.

LEVI’S® Denim Shirts

Whether on the uncharted plains of the American Far West or the urban streets of our modern cities, the denim shirt has always been hardwearing, effortlessly cool, and just, well, right. Levi’s® introduced its first back in the 1920s, when we called it the Cowboy Overall Shirt and sold it for $1.95, delivery included. While we’ve reworked the shirt since then – a second chest pocket in the 1930s and “sawtooth” pocket details in the 1950s – and the Red Tab SS2010 is full of new touches that keep the timeless fresh. A pitch-perfect reinterpretation of a Levi’s® classic, the SS2010 collection once again shows that when it comes to taking a rich and unique history and making it the future, the Levi’s® brand leads the way.

Authentic and contemporary

Modern and nonchalantly sassy, the Red Tab SS2010 collection sees Levi’s® demonstrate how authenticity and quality never go out of style. Denim’s recent resurgence, on the catwalks and the streets, has shown what we’ve always known: it is more than just a fabric; it’s a way of expressing who you are. And in the SS2010 collection’s new cuts, washes, fabrics and details you are resolutely authentic, on-trend and fun. This is denim for now, denim for you.


Just check out the women’s long-sleeved denim shirt, the Pale Shade. A brilliant mix of three fashion movements – workwear, militarywear and vintage – it updates our classic with assured brio, thanks to its:

• off-white denim, a key seasonal look;

• “vintage”-style wash;

• cool military-style insignia;

• classic “mother-of-pearl” popper buttons and “sawtooth” chest pockets;

• its touch of rock’n’roll (a trend that’s here to stay) with an inspired studded star on the shoulder yoke.


Or slip on Rebel Denim, a sleeveless version that can be worn as a shirt or a waistcoat for a witty rock’n’roll boyfriend look. Its 8oz grey cast denim and tailored cut also features:

• sawtooth pockets;

• popper buttons;

• subtle Arcuate-pattern shoulder details.


The men’s versions are a lively update of the classic denim cowboy shirt, slightly more sober than the women’s versions, but equally timely. The models come in 7.5oz or 8oz denim and feature inventive and invigorating yellow seam stitching (love those fan patterns on the back) and three finishes:

• Scorch White (bleached black denim as fashionable as you are);

• Beaten Black (never-out-of-style black denim);

• Dry Stock  (a modern dark-grey cast denim).


It’s a collection that shows how when it comes to making denim legitimate and modern, Levi’s® is simply a cut above the rest.


About the Levi’s® Brand – Worn by Doers Since 1873.

Invented in 1873 by Levi Strauss & Co., Levi’s® Jeans are the original, authentic jeans.


The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become some of the most recognizable and widely imitated clothing in the world, capturing the imagination and loyalty of generations of diverse individuals in over 110 countries.


Today, the Levi’s® brand portfolio continues to evolve through relentless innovation and a know-how that is unparalleled in the apparel industry. Our aspiration is to create outstanding denim jeans, casual clothing and accessories that allow individuals to express their personality. For more information about the Levi’s® brand, its products and stores, go to www.levi.com


For more information/images please contact your local Levi’s® press office:


Denmark: INQ PR, Amagertorv 14, Copenhagen +45 33 32 00 56

Finland: Spalt PR, Pohjoisesplanadi 21 A, Helsinki +358 10 666 4682

Norway: Spalt PR, Övre Slottsgade 27, Oslo +47 22 41 94 40

Sweden: Ibeyo Studio PR, Kammakargatan 11, Stockholm +46 (0)8 32 88 01