Established a year ago, the division soft launched a new premium denim and sportswear label globally last spring, called Levi’s Made & Crafted, with a full rollout coming for fall. Additionally, the existing Levi’s Vintage Clothing label, which offers high-end replica designs from the company’s archives, was expanded into a more comprehensive collection this year.
“The aim of this division is to conquer a piece of the market that Levi’s has struggled to reach, with truly premium, elevated product,” said Maurizio Donadi, global senior vice president at Levi’s XX. “This is something that is very dear to Levi’s, and we want to become a big player in the premium market. We are bringing some of the romance and poetry of denim back to the Levi’s brand — the brand that invented the blue jean.”
The Levi’s Made & Crafted label effectively replaces the Levi’s Capital E business, which was the premium label offered in the U.S. from 2006 to the end of last year. Overseas, Levi’s Made & Crafted subsumes a number of different premium ranges. The move represents Levi’s efforts to consolidate and focus its premium offerings under one global label as the brand works to expand its foothold in a market where it faces a raft of trend-savvy competitors such as Seven For All Mankind, True Religion and Diesel.
Levi’s Made & Crafted jeans retail from $150 to $225, with jackets at $175 to $495, leather from $750 to $850, woven shirts from $125 to $225, T-shirts from $59 to $69 and non-denim bottoms from $150 to $200.
The label will be in 62 North American men’s accounts and 178 men’s doors this fall, including Barneys New York, Bloomingdale’s, Saks Fifth Avenue, American Rag, Sharon Segal at Fred Segal Santa Monica, Scoop and Steven Alan. In women’s, it will be in 53 accounts and 90 doors (73 percent of Levi Strauss & Co. business was in men’s last year).
Barneys was among the stores to launch Levi’s Made & Crafted last spring in all 28 doors. “Capital E was a strong performer for us, and this was a business we really wanted to protect. It was essential that Levi’s be part of our matrix. It’s one of our biggest brands in denim,” said Samantha Carter, the retailer’s associate buyer for men’s denim. “The washes are clean, the pocket treatments are clean and we’ve had a very positive reaction to the line.”
Barneys also launched the newly expanded Levi’s Vintage Clothing collection in eight doors in the spring, and is betting bigger on that business for fall, bringing it into 24 doors.
Article and images from WWD.com
Jared Leto was spotted at the Christian Dior Fall/Winter 2010 Couture Show in Paris. Which was amazing with the floral inspiration. I can’t wait to see pictures of the whole collection. Sorry for the digression, now back to denim. Jared wore a pair of G-Star Scuba 5620 Loose Jeans. I think it is cool that Jared is one of the few male celebrities that takes fashion risks. This is the first time we spotted a guy in denim cargos and I think he pulled them off really well. I am dying over the wash of these jeans. IT IS AMAZING! They have the perfect amount of fading to them.
After the show Jared took some pictures with Purple Magazine’s Editor-in-Chief, Olivier Zahm. Olivier was wearing a really light washed denim jacket by Lee with a pair of white jeans. Lee is such a classic brand. I wonder why celebs don’t wear it as much as Levi’s or Wrangler? Do any of you readers wear Lee Denim? You can click here to Purchase Jared’s G-Star jeans at Asos for $184.31.
J. Crew has come out with the “In Good Company” collection. In the collection, the J. Crew team has chosen what they call the “Legends in the Making” and one of those brands featured is MiH, Made in Heaven. The decision to collaborate came from the sight of MiH designer Chloe Lonsdale. J. Crew Creative Director Jenna Lyons was mesmerized by the high quality of the denim when she met with Lonsdale. Of MiH, Lyons has said, “they’re the kind of jeans you’ll wear forever.”
For the collaborated jeans, the team stayed true to MiH’s use of true selvedge denim in a soft, light, feminine way along with beautiful, aged stretch denims. It is a boyfriend fit with a great looking vintage light wash that is great for the summer weather. I think these are a great looking pair for women’s boyfriend jeans, the denim is so well aged. They have the true vintage detailing with the button-fly and the wash. You can purchase these jeans at J. Crew for $249.
Leighton Meester takes a break from filming her latest movie, Monte Carlo, to do some shopping in Paris with model Jessica Stam. Leighton is wearing a pair of cut off shorts by the brand Anlo. She also wore a floral/butterfly print shirt, red sunglasses and topped it all off with a fedora. I feel like Leighton’s style is completely opposite to Blair’s. I wonder if she’s always dressed that way or if she’s trying to purposefully separate herself from her character.
Maybe it’s the influence of her fashion conscious friends like Jessica? The girls first swung by Celine to do some shopping, where they all left with plenty of bags in hand. Then they stopped at an outdoor cafe to dine al fresco with friends. Oh, the life of a celebrity!