“Details make the design. Our buttondown buttons, like the 1920’s Levi’s® Sunset shirts they were inspired by, are hidden. It’s more difficult, more time consuming, and more beautiful that way.”
Sony was really cool when I was growing up (hey, they invented the Walkman and had a great logo). Even though their products got less reliable over the years I still have an allegiance to them, I can’t help it. Maybe it’s because Big Audio Dynamite wrote a song about them.
And now, Nails Inc has collaborated with Coke to launch the Diet Coke City Collection of nail polishes. WTF has Diet Coke got to do with nails? Not a lot, but I really don’t care. I’m not even a Nails Inc fan but I will be making it my business to nab one of those ruby red bottles. That’s the power of the brand for ya.
Last week I blogged about the heritage of Dr Martens. This week, the heritage baton gets passed to Levi’s. I was treated to a pre-opening store tour of the refurbed Regent Street flagship a couple of weeks ago and the main message seems to be… Levi’s is keepin’ it real.
From its industrial factory-replica refit to its new name for its denim experts – ‘drapers’ and ‘artisans’, Levi’s has realised that its customers respect its roots and is capitalising on that. OK, the ‘artisans’ moniker is a wee bit pretentious but I’m prepared to let that go. For a while, Levi’s was guilty of trying too hard to compete with the Diesels of this world but – guess what? – Levi’s isn’t about ‘sexy’, it’s about utilitarianism and authenticity. Thankfully, it is now properly embracing its workwear heritage and amen to that. A particular highlight of the flagship store (along with the visible warehouse dedicated to 501s) is a 90-something-year-old pair of Levi’s on display in the basement. Unearthed from a mine in the Mojave Desert, I ask you, how many other denim brands can boast one of these?
When I previewed the SS10 collection six months ago, I was overjoyed to see so many old favourites. Hello classic denim jacket sans faux-faded patches! Hello western plaid shirt! Hello straight-out-of-CBGBs leather biker jacket! The Guardian recently reported that Levi’s will never be cool again but I disagree. Acne may be popular with fashionistas and Uniqlo with the downtown hipster set but Levi’s has its incredible heritage and that makes it relevant again (BTW, ‘relevance’, like ‘heritage’ is a key word being bandied about right now). Its latest campaign is also a bit of a looker. As a lifelong supporter I may be biased, but I think Levi’s is ready to have it’s moment once more.
I’ve never understood how Levi’s 501s came in different cuts and fits – surely 501 is the style so shouldn’t have variations went my logic. Well, now Levi’s have decided to do a standard cut worldwide which makes perfect sense. The reason cited, according to Levi Strauss CEO John Anderson is that they believe straight-leg jeans are a global fashion trend and now is the right time to establish the 501 as an obvious choice for global consumers. I say, duh, isn’t that a bit obvious? But never mind, at least they’re doing it now. Let’s hope the fit is the same across mens and womens 501s. Please understand Mr Levi’s that some of us girls want what the boys have – a nice lazy-Sunday loose-but-not-falling-down fit.
To answer my ‘why are there different fits’ question, D has kindly weighed in with the following:
Okay, so the 501 is the model of the brand. The model was then adapted as trends changed, hence the different varieties of 501 over the years, with slight changes in cut: the 1947, ’55, ’63, ’67 etc. It’s similar to the way that Ford have the Fiesta model and give it facelifts to make it more appealing to changing tastes as time passes. The ’47s are quite slim, the ’55s a wider cut, the ’63s have a higher waist and the cut is somewhere between a ’47 and ’55 and the ’67s are very slim, and have a zip fly.
That told me then.