BEHIND THE BRAND: Levi’s Made & Crafted
Built upon the foundation and legacy that Levi Strauss created with his original innovation and blue jean design, the Levi’s Made & Crafted collection was launched four years ago.
“We have, as a brand, a very strong identity. Our expectations are very high,” says Miles Johnson, Design Director of Levi’s Made & Crafted.
We recently took a visit to the collection’s showroom space in Downtown LA’s Cooper Design building for a preview of what’s to come this fall. We met with Ben Starmer, Marketing Manager for Levi’s Americas, for an introduction to some of the yet-to-be released pieces.
The inspiration for Levi’s Made & Crafted FW13 collection began with a lake. Lake Heron to be exact.
The Levi’s team found the lake just outside of Detroit, the nation’s industrial capitol. The crew spent a few days observing the reflections of the water, the light and the cold, and the stillness of nature, all from their log cabin where they bundled in layers of blankets purchased at the Rose Bowl Flea Market. The team was inspired by the layers needed for the landscape, the textures of woolen blankets, and the versatility of cotton pieces.
If you look closely at all of Made & Crafted denim, the arcuate (the famous Levi’s pocket stitching) is stitched on the inside panel, so the back pocket starts out clean, then with washing and wearing comes through as a ghost arcuate.
Monteal based label MATT & NAT experiments with bag shapes with one guiding rule: no leather. The vegan collection is inspired by textures and hues of nature, and does its best to protect the planet with 100% of bag linings being made from recycled plastic bottles.
The preeminent fashion tradeshow once again showcased the most directional brands and attracted the most influential retailers for SS13 collections. Thank you to everyone for making both shows a success!
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Our PROJECT New York video is here! Catch a glimpse of the show activity, curated collections, exclusive brand interviews and creative atmosphere of 82 Mercer.
Introduces the Letter Z
You are on a safari barreling past a lion pride in the sweltering sun. Now you are in a kayak battling waves near the shore of the Indian Ocean. Whatever your adventure, Zenfari brand intends to inspire your intrepidness with a made-for-travel collection of clothing and accessories. Designed for comfortable journeys and natural style, Zenfari clothing will complement your inner-explorer and accompany you to exotic lands. Discover what new adventure awaits you on the Zenfari website*.
*Not intended for the faint of heart.
THE ABC’S OF PROJECT BRANDS
