designers

How Levi’s helped define these cool young brands

re/Done upcycled jeans

Oh I do like a happy marriage! What could have been a fraught, competitive relationship has ended in harmony with Levi’s and RE/DONE joining forces recently at Coachella for a bit of a denim-ed up love-in.

If you remember, RE/DONE launched its denim brand last year on the basis of repurposing old Levi’s 501s by re-cutting them into a slightly more contemporary fit. The success of RE/DONE arguably led to the Levi’s 501 revival (ahem, have you seen me in the current campaign?) and happily both brands have seen fit to align in a formal collaboration, rather than compete.

Let’s be honest, RE/DONE had heaps more style cred than Levi’s at the time of launch. (Co founder Jamie Mazur is engaged to supermodel Alessandra Ambrosio and naturally had a host of readymade stylish brand ambassadors on tap.) And on their part, Levi’s had the unique heritage, archive and fantastic product knowledge. Could there be a better match?

Re/Done upcycled denim

Another brand that has accelerated up the cool charts, in no small part thanks to its upcycled Levi’s jeans, is Vetements. Would it have been quite so speedily successful were it not for its signature cut-n-sew jeans, that retail for eight times the price of a pair of off-the-shelf new Levi’s 501s? Who can say, but the jeans will definitely be up there as a decade-defining moment when we reach the end of the 2010s.

About the price of those Vetements and RE/DONEs. Vetements go for £880, RE/DONEs cost £300. Why? Because each pair has to be individually sewn. For Vetements, the hand-sewn limited edition nature imbues them with a higher ‘value’ and for RE/DONE, it’s the cost of the time taken to measure, cut and stitch. However, having seen the demand for a slimmer, ankle-flashing cut, Levi’s has upped its own game, altering its new 501CT design to reclaim its product.

Which means that in time, the masses will be happier buying into the original authentic product at a reasonable price, rather than seeking out a modified but high-priced version. Already RE/DONE is wisely evolving into other non-denim products, while Vetements’ new ‘It’ item is another normcore subversion; the DHL tee. Levi’s is the ultimate winner here but for now, it knows there’s no harm in keeping tight with the cooler, younger set.

CLICK TO SHOP THE POST BELOW…

WORDS: Navaz Batliwalla/Disneyrollergirl
MAIN IMAGES: RE/DONE
NOTE: Some posts use affiliate links and PR samples

Models remember 1990s Helmut Lang

1990s helmut lang
Not to get all ‘it was better in the old days’, but thank you Vogue Runway for these personal recollections of some of Helmut Lang’s best shows. Read what Jeny Howorth, Elfie Semotan (top left) and Stella Tennant said about modelling in those unforgettable 1990s shows here. (And enjoy the catwalk pics and soon-to-come videos here…)

Here’s Elfie Semotan…
“Helmut had special ties with a lot of the models and almost everyone who worked for him backstage. (more…)

THE DRG STYLE INDEX: CARTIER, MARI GIUDICELLI, LANVIN, PAUL SMITH, DOVER STREET MARKET

Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…

1. CARTIER X SOFIA COPPOLA
Sofia Coppola for Cartier
If, like me, you feel like you haven’t seen enough of Sofia Coppola lately, Keep It Chic has news. Apparently, Sofia Coppola has teamed up with Cartier as a ‘friend of the brand’. Whatever that means, I think I’ll like it…. (more…)

Trend report: not just jeans

Photo by Hiroyuki Seo for Teeth Magazine

I’m a bit over jeans at the moment. I’ve got the ones I like, I can’t wear flares and I’m more interested in other types of denim. Like what Keji is doing with dark indigo kimono jackets, Chloe’s artist smocks and MIH Jeans’ romantic chambray. And then there are things that look like denim, but aren’t, such as Vivetta’s cotton shirt dress and Gucci’s piped silk shirt. Isn’t it the stuff of dreams?

I’m trying to break up my denim with colour, and red is always good for that. (more…)