Spring/Summer 2010 Levi’s®

This season Levi’s® offers a strong collection rooted in it’s own pioneering heritage. Inspired by it’s indelible link to youth culture through the ages Levi’s® pays particular attention to the heady idealism of the 60’s. The activist spirit of that decade’s free thinkers, idealists and rebels is captured in a collection that is relevant, essential and on-trend with just the right amount of that classic American vintage touch.

The clothing for men & women oozes effortless cool. The look is relaxed, unisex and undeniably Levi’s®. Must-have items include the military style jackets, western shirts, the ‘perfect’ jeans, washed and worn-in T’s and trucker jackets. All of which will become fast wardrobe favourites.

The optimistic mood of Spring/Summer is also captured in the colour palette which sees hues from the American flag harnessed alongside a graduation of blues as spring turns to summer, with a focus on white as the key directional colour – it’s used across the line in shades and tones. Use white pieces all at once to create a dramatic top-to-toe look, or work with single pieces to add pop to your summer style.

The ultimate button-fly pants - the Levi’s® 501® jeans are pivotal in the collection with a choice of 16 new and on-trend finishes for men, as well as being available in a lighter weight denim, perfect for summer. Women can pick a pair of Levi’s® 501® jeans for women, these are cut to flatter the natural curves of the female form, and are ready cuffed and sized up by an inch to give a relaxed, rock-star-cool look.

Shopping Key Products:

The Levi’s® Sawtooth Shirt
This classic ‘western style’ shirt adds a hit of edgy cool to any look, this slim fit shirt has been worn by rebels and rock stars through the ages, and proves that quality never goes out of style. The classic Levi’s® sawtooth design has been refreshed to give a more contemporary look, in tune with the pace of today’s lifestyle. Look out for colour options that fit the rebellious look of the season - dark denim and over dyed two-tone checks.

The Levi’s® Denim Jacket

This iconic style is a perpetual favourite and can be dressed up or down to fit any occasion, the more you wear it, the better it looks. Don’t take our word for it just surf the web and see the scores of rock stars, starlets and A-listers that rock the Levi’s® Denim jacket. Wear it raw and crisp with matching jeans for a sharp ‘suited’ look, wear it washed and worn-in over mismatched denim for nonchalant cool or throw it on over your smartest outfit to show your rebellious edge.

The Levi’s® Denim Jacket - Pop Facts

Although Levi's® created riveted denim jackets sometime in the 1880s, the current slimmer silhouette, with the signature pointed pocket flaps dates back to 1962.The Levi's® denim jacket has evolved through three distinctive designs, known by collectors and fashion historians as:

• Type I, first documented in a 1904 catalogue under the name ‘pleated front blouse’. During WW2, the pocket flaps were removed to save material.

• Type II created in 1953 and worn by Elvis, James Dean and Marilyn Monroe.

• Type III created in 1962 and popularized by Dennis Hopper in Easy Rider and Woodstock hippies who preferred sleeveless and badged – a look adopted by punks a little later.

The denim jacket arguably became a fashion statement when it was embraced by female icons – think Lauren Hutton, Farah Fawcett and Blondie in the late 1970s and Madonna in the 1980s.

In the 1990s, young Parisians and Milanese donned oversized Levi's® denim jackets with rolled up sleeves - turning to the ‘sherpa’ lined denim version in winter, as seen on a young Matt Dillon.

The Levi's® Archive has the biggest collection of denim jackets in the world – approximately 300 rare specimens, the oldest of which dates back to 1910. It includes Levi's® denim jackets customized by Yves St Laurent and signed by the Rolling Stones.

Graphic T’s

The T shirt is worn by everyone from Kate Moss & the fashion pack to Busy P and the Cool Cats, a person’s choice of T can make or break their signature look. Levi’s® has a wide range of ‘ideal’ T’s that will satisfy your style needs, graphics range from a rock rebel and retro Americana theme to slogans that will add extra bite to your attitude.

Tops is News

Get the cool top-to-toe Levi’s® look. As well as being the go-to brand for a great choice of jeans & pants, Levi’s® is the place to go to for a wide range of tops that will complete your look. Choose from the iconic Levi’s® denim jacket in a variety of finishes and fits; or go for a western shirt, blouse or tunic-top in choices led by denim and checks. Finish off with a few T’s from the Levi’s® range and choose from graphic styles to suit your mood from retro Americana prints to rebellious rock ‘n’ roll themes or bold slogans.

Levi’s® 501® Jeans

The iconic and much imitated Levi’s® 501® jeans are as current as ever. Wear these straight legged button-fly gems with heaps of attitude and make them your own! Men can choose from 16 new finishes and the choice of a lighter denim weight for summer, perfect for those warm evenings. There will also be a special edition re-issue of the 501® jeans from 1966, which are typified by the slimmer silhouette of that era and are sure to be snapped up as soon as they hit the shelves.

Levi’s® 501® Jeans for Women

For effortless cool and a confident sexiness, ladies need look no further than the Levi’s® 501® jeans for women. Cut to compliment the female form, these jeans are ready to wear, sold cuffed and sized up an inch. These beauties sit well on the hips, hanging lower and in a more flattering way than the original version. As well as a great choice of finishes in indigo denim, women are spoilt for choice with a summery lightweight range of the 501® jeans in a fresh palette of washed fruity shades including, cherry, lemon, blue, green and white. These will look great teamed with a Levi’s® slogan T and accessories.

Snap Up New Stuff

For those after a skinny look the Levi’s® 519 is just the ticket, it is tapered and gives a directional look, wear with skinny fit shirt and a pair of lace ups to complete the look.
Ladies should check out the new Levi’s®112 superskinny jeans, made with a brand new super stretch denim work the look with killer heels for a hot, super sexy look!

Men looking for a loose fitting Levi’s® jean should try out the new 533 model, a loose fitting, cinch free style with a button fly. This jean is cool, comfortable and current. Levi’s® has doubled it’s offering in tops this season, this means there is even more cool stuff to choose from. Hot favourites are bound to be the classic western shirt with pop buttons and sawtooth pockets, the Levi’s® denim jacket, worn off the peg or customised to reflect your personality. Other top items will include the leather jacket for men, the activist style military inspired jackets and the feminine tunic tops for women. Build your Levi’s® wardrobe and get that classic American look, now.

About the Levi’s® Brand

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 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