LEVI’S

Jonathan Cheung, Senior Vice President, Global Design, Levi’s® “ Fashion is a reflection of culture. And now, in the center of this culture’s Venn diagram, there is Instagram, sneakers, street style, and hip- hop taking place. Levi’s® is in the middle of them.

In the era of digital influencers and the endless flow of visuals, it is more important than ever to come to the fore. Everything is about drawing attention now. And if there’s one thing you can believe in the digital age, it’s that basic styles will never create a tremendous impression ever again. For this reason, Levi’s® also turns to the Unbasic style the Spring/Summer 2019 season. This season we use this phrase to describe what we are used to and what is new. We review and update the styles you’ve seen before and offered them with a brand new identity. For example, the classic Leviles® Trucker jacket is now four times bigger. We are recreating the styles that can be traced back to the roots we are familiar with interesting trials.

“The elements of the 90s with high dose streetwear in the original icons and classic pieces at the heart of our Spring / Summer 2019 collection are interpreted with unexpected, modern touches. Familiarity and innovation, a little iconic and contradictory…” —Karyn Hillman, Levi Levs Strauss & Co. Global Product Executive.

Of course, the trend of street clothing rising in the heart of the Unbasic collection and the brave styles that give it a reputation take place in the collection. Street style, which started with pretentious sneaker madness, has become the most important player of the fashion scene today. Levi’s® is the perfect match for this change.

Jonathan Cheung, Senior Vice President, Global Design, Levi’s® “ Fashion is a reflection of culture. And now, in the center of this culture’s Venn diagram, there is Instagram, sneakers, street style, and hip-hop taking place. Levi’s® is in the middle of them.

In the innovations section of the Unbasic program, this season is an exaggeration and personalization, and a dose of a joke. Especially when it comes to deforming the famous Levi sözs® icons …

Especially when it comes to deforming the famous Levi etmeks® icons …For example, the new “flexible tab red sticker with an oversize Two-Horse back patch and side-turned Levi’s® red tab, or a Type III Trucker jacket with half black denim and half indigo. In fact, the new Levi’s® is a model as simple as the Hi-Ball jean.

Finally, the 90s continue to live in the Spring / Summer 2019 collection. The popular Levi’s® Engineered Jean TM, launched for the first time in 1999, is being re-introduced. An ultra-high- performance Levi’s® Ribcage jean from the 1990s is also included in the collection.

The range of sportswear, inspired by the hip-hop style of the 90s, such as hooded sweatshirts and hybrid Trucker jackets, the bold block-colored, big logo, and eye-catching graphic- patterned T-shirts, also can be added to those mentioned above. Although the year we live in is 2019, the 90’s where the popularity of Jerry Seinfeld’s ‘Saved by the Bell’ and ‘Salt-N-Pepa’ reached a peak still retain their position in our hearts and wardrobes.

MEN’S COLLECTION

Men’s clothing collection of this season continues to develop the street style impacts that has become a very important part of the fashion world today. This is mainly due to the exaggeration and deformation of Levis® icons, such as the hybrid Trucker jacket from black and indigo denim. Unbasic style gets richer and richer thanks to the colorful, graphic hooded sweatshirts and T-shirts, the bold-patterned Cubano shirts, and the 501® cropped jeans.

The Levi’s® Taper series, complementing the street styles of this season, is expanding with Hi-Ball Cargo pants and Hi-Ball Cargo shorts, both with different camouflage patterns. As a result, the Spring / Summer 2019 men’s clothing collection makes you look good while you feel comfortable. Levi’s®, which uses ultra-soft new fabrics such as Tencel TM Lyocell and Wonderknit, offers more stretch and more comfortable pants and tops than ever before.