Jan 10, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
On Saturday, Levi’s hosted a very special event in Topanga Canyon, LA, called Party In Your Pants. The event was in honor of the LVC (Levi’s Vintage Clothing) range, but instead of delving into older historical eras, the design team has been exploring the more recent spirit of the `70s with their re-launch of Orange Tab.
In celebration of this special era, the brand went all-out and hosted a bohemian music festival with a true `70s vibe. The event was intimate (for a festival!), hosting a crowd of 1,000 in the stunning Topanga area of Los Angeles with a backdrop of mountains, rocky outcrops, dusty valleys and trees. The stage featured a stellar line-up of musicians playing covers from the glory days of rock ‘n’ roll: Chevy Metal (with special guest Dave Grohl) played Rolling Stones hits, Johnathan Wilson and friends played the Grateful Dead and Jonathan Rice and Friends played classics from Gram Parsons and The Flying Burrito Brothers among many other authentic and inspiring acts.
Levi’s also set up a fake radio station for the event, called KLVC and played classic retro tunes from the era between the live sets.
Hospitality was generous with beers and cocktails, burgers, hot dogs, mac and cheese and an ice cream cart all free-flowing throughout the day and into the evening. Much needed water was supplied in vintage army canteens and authentic surplus army tents and wig-wams circled the valley. Cult Gaia supplied everyone with fresh floral headdresses and there was even a tie-dye station where KLVC tees and bandannas could be transformed into psychedelic statements. Later in the afternoon, everyone, including the LVC design team joined in on a giant game of Twister and a raffle was held for a Fender Telecaster guitar.
Attendees definitely got the retro memo: we noted some radical `70s styling; both guys and girls donned mid-cast bright indigo, hand-embroidered chambray shirts, fringed suede jackets and vests, and plenty of long hair and beards.
With the very authentic backdrop, the Levi’s team treated the event as a photoshoot, snapping models in next season’s collection for their lookbook. The brand also has plans to release a magazine that replicates the tone, feel and content from the `70s in their continued campaign supporting this return to Orange Tab. We personally loved the event, style and concept behind both the event and the Orange Tab line and are looking forward to seeing more. We also clocked a notable return to `70s styling at the recent Way Out West festival in Gothenburg so there’s definitely something in the air!
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.