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Levi's

The collection

For autumn 09 Levi’s segments its mainline into three stories. The first delivery takes its inspiration from Into The Wild, the book and film chronicling one man’s escape from the trappings of capitalist culture into the Alaskan wilderness. Checked flannel shirts, boot cut jeans, sun-bleached denims, shearling-lined,  denim jackets and washed cotton utility blousons with expedition patches underline the outdoors feel. The second delivery travels to Seattle for a grunge-look story that counts slouchy striped jerseys, skinny jeans, and leather biker jackets among its numbers. The third delivery again references the US wilderness but with heavier styles from quilted parkas and washed out jerseys to puffa gilets and shearling collared denim trucker jackets. The LEJ brand celebrates its tenth birthday with a collection of reissue twisted seam jeans taken from the brand’s first collection. Levi’s also relaunches its Orange Tab with a collection of soft handling jeans which reference the styles popularised by Haight Ashbury’s hippies in the 1970s.

Key items

  • Grunge inspired bold striped monochrome T-shirt in a slouchy silhouette
  • Handpainted LEJ original twisted seam jeans
  • LEJ reverse print T-shirt with a 1970’s arcade game inspired repeat print eagle head
  • LEJ twisted seam chino with exaggerated back pockets
  • Rip and repair Orange Tab jeans in a light wash

Contact: 01604 581501 www.levi.com

Brand comment

Andrea Moore, UK and Ireland marketing director

“We’re focusing on bringing the essence of our brand to life. From a merchandising perspective we’ve identified the styles which we’re known for. Styles like the five-pocket denim, trucker jackets, sawtooth shirts, denim shirts and zip-through hoodies. Each season we’ll ask ourself how we update these styles so they are able to inspire our younger customers. It not only  helps us to work out what we’re good at but is also an excellent tool from a merchandising perspective. In general the collections are becoming more denim focused. Of course we’ll have a strong tops offer but we are confident Levi’s has a strong denims range led by great fits, great washes and great details.”

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