The fashion-forward Levi’s line is tasked with “designing tomorrow’s classics”, using fine fabrics and superior craftsmanship
Levi’s is a company steeped in history: their jeans are based on the idea of using rivets to make them more durable, a concept patented by Levi Strauss and Jacob Davis in 1873 – over 140 years ago. Since then, denim has remained a sartorial classic, and Levi’s has come to define that look. But no self-respecting brand, Levi’s included, is happy to just look back and rest on its denim laurels. Fashion is driven by a desire to always evolve and develop new designs, that’s the nature of the business. At the Levi’s HQ in San Francisco, a lot of that energy is channelled into the Levi’s Made & Crafted line. By ‘designing tomorrow’s classics using today’s best materials and construction techniques’, the collection is an excellent example of how to cherish a heritage but still push forward with innovative design to meet modern-day wardrobe demands.
Considered the most fashion-sensitive line, the Levi’s Made & Crafted pieces are modern wardrobe staples with extravagant character. Using fine fabrics and intricate prints, Levi’s Made & Crafted is spearheading the recent wave of major denim brands going into high-end fashion. This can be seen in their AW14 focus on perfectly aged leather. “We wanted to treat leather like one treats a pair of new jeans; starting from a raw – or nude – barely treated and lightly vegetable-tanned state, and then lived in,” says Levi’s Made & Crafted Men’s Design team. “See how the leather stretches and adapts to you, creating wear through experiences and the environment around you.”
Ultimately, though, what makes Levi’s Made & Crafted unique, no matter the seasonal trend, is the fused design and construction process. “To us, crafted is the way an object comes together. It is about the particular and acute attention to detail in the way it is sewn, bonded, nailed, glued, welded and formed. Crafted does not mean something that has to be crafted by hand necessarily, but has to have a level of craftsmanship behind it in the way it has been thought out or designed.”
Levi’s® Made & Crafted™ Promotion
