Apr 19, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Aug 21, 2013
Last week Levi’s Vintage Clothing launched its multi-media campaign as part of the relaunch of its ’70s Orange Tab collection. This Fall/Winter 13, LVC transports a new generation of rebels and revolutionaries to the year 1972 with its live broadcasting KLVC radio station and spoof ’70s rock-inspired Zipper Magazine, to bring you an authentic experience of this family of true retro American classics.
The Stylesight denim team has been in high anticipation of the revival of Levi’s Orange Tab collection since we previewed it back in January at BBB. Since then Levi’s Vintage Clothing have been introducing teasers of the collection via their retro lookbook and most recently the Party in Your Pants festival in Topanga Canyon in LA last weekend.
Launched on August 14 and continuing till the end of the year, the “1972″ experience is explored through a range of multi-media concepts created in-house by Miles Johnson and his creative team in Amsterdam. Head over to the LVC website and click on the Orange Tab selection and you are instantly transported into a retro revival of vivid orange tones, psychedelic fonts and trippy slogans that demonstrate LVC’s knack for acute authenticity.
First up is Zipper Magazine, hailed on the cover as “Flyin’ Low and Hangin Out. America’s Largest rock Magazine” – a spoof magazine with elaborate and humorous content that includes “Dear Zipper” column, Spinal Tap style parody bands Witches Hat on Tour, “The Hat” frontman Bryan Diamand as well as a interview on his former squeeze and infamous groupie Lori Shakeshaft. Another great feature is a step by step guide on how to dream up some new denim flares. All in all it’s a super cool issue of “jeanius” denim content delivered straight to your screen each month.
Next is KLVC Orange Tab Radio, a digital recreation of a 1970’s radio station (which we have had on heavy rotation in the Stylesight office). Broadcasting live from Los Angeles, their groovin’ DJ lineup brings listeners the most far out rock ‘n’ roll of 1972 – and doin’ it with frequency. The line-up of shows include Dr Dan’s Morning Surgery, Jonny Rock’s Highway to Heaven and Dusty Devine’s Dust ‘Til Dawn soul train session. KLVC can be streamed online 24-hour a day, but it will also be hittin’ the streets and cruisin’ around in Levi’s decked-out LEVI’S EDITION GREMLIN and JEEP CJ/5 for our cross country promotional road trip (check destinations here). As the jingle says on the show “KLVC keeps it truckin’ all day…and all night.” Check out the promo video below.
Lastly is the KLVC Radio x The Impossible project that invites Levi’s fans to start taking their own groovy instant photos. This summer, KLVC is sending its favorite pair of groupies to spread the KLVC-love on a cross-country road trip, properly outfitted with SX-70 Polaroid cameras and Impossible PX70 color shade film. Keep an eye out for The Impossible Project’s weekly instagram contest announcements and submit your best photos 1970s-style photos on Instagram with the #KLVCxImpossible hashtag. Winners will be mailed an Impossible instant lab photo of their winning photo and be featured on The Impossible Project blog. Check out the promo cross-country road trip cities to hang out with your KLVC friends and pose for an instant photo!
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.