Jan 13, 2017 | By Carlene Thomas Bailey
Levi’s, the classic Americana brand known for its well-crafted, workwear apparel is continuing to reach out to other lifestyle markets, which fortunatuely also includes our world of Active! The iconic brand recognizes such a massive crossover from street-to-active and its steadfast initiative on designing products specific to cycling continues to makes waves. By combining Levi’s traditional styles with new construction details, the brand has introduced its 5th series of the Commuter Collection as well as its first ever Levi’s Skateboard Collection for Fall 2013. Not to mention a Fall Tour around North America in support of the former.
To get things going on the Fall 2013 Commuter Collection, Levi’s month long traveling campaign, Commuter Bike Shop: Go to Work intends to hit all the major cycling cities. It will encompass a pop-up shop consisting of a team of expert bicycle mechanics and tailors, bringing their skills to six cities: Portland, San Francisco, Denver, Austin, Minneapolis, and Brooklyn. The first shop began on August 6 in Portland with festivities ending in Brooklyn on August 28. Aside from offering free tuning, repairs, washes, and tailoring, free concerts and events will also take place in each of the cities.
Levi’s Commuter Collection has been a huge hit since its initial introduction in 2011. This fall, the series is continuing to bring a range of functional, yet fashionable clothing for the everyday commuter. Trucker jackets with built-in hoods, water repellent parkas, and stretch denim twill fabrics for mobility are a few of the highlights of the Fall 2013 collection.
Moving to all things skateboarding, Levi’s is bringing its first Skateboarding Collection to skate shops all around the world. The brand has worked closely with skaters to design a range that will fit the authentic needs this lifestyle is known for –. by taking the brand’s basic styles and updating with new fabrics for better abrasion resistance and stretch. Slimmer silhouettes, extra stitching to decrease tear, double layers, and internal pockets are other construction details for the new line.
In line with the launch, Levi’s also released a small documentary called ‘Skateboarding in India‘, which follows 24 skaters from the U.S., UK and Germany as build the first free public skate park in Bangalore. The project was initiated to fuel the growing skate culture in India, which until now has been restricted due to concerns over finance in the city’s still developing economy.
We can’t wait to see what else is in store from Levi’s going forward for our Active market and lifestyle! By staying true to its strong craftsmanship for performance wear and everyday basics, Levi’s truly continues to expand its brand by catering to specific active worlds — in the most authetnic way possible in our opinion. Bravo!
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.