LEVI’S® Brand Celebrates First Ever ‘Set the Standard’ Store with New LEVI’S® Orange Tab Collection

Our favourite denim brand, Levi’s® Brand has officially opened its first ever Set The Standard (STS) store on the International Women’s Day (8th Mar 2017), in Malaysia’s premier shopping destination, Pavilion Kuala Lumpur. Spanning across 2,771 sq ft, this new store at Lot 4.103.00, Level 4, Pavilion Elite, echoes the effortless appeal of Levi’s® that is steeped in authenticity and craftsmanship. 

“The new STS store aims to enhance the Levi’s® retail experience by creating the best possible expression of the brand in a scalable way – from store ambience and product placement to the consumer journey through the store,” enthused Imran Butt, Country Manager of Levi Strauss Malaysia. 

Imran Butt, Country Manager of Levi Strauss Malaysia

Upon entering, customers are welcomed by a palette of materials including pine, hot-rolled steel and polished concrete that, coupled with higher ceilings and an open storefront, create a warm environment that embraces them as they walk through the door. The shelving height was lowered to provide a more boutique-like experience. The wood was chosen specifically to complement the sea of blue denim while the white paint on the walls was designed to reflect the golden tones of the pinewood. 

Large hyper-graphics on either side of the store - men’s on one wall and women’s on the other - draw in customers even further, helping them envision themselves in Levi’s® products and guiding them where to go. There is a clear differentiation between men’s and women’s section, which makes the store easy to navigate, therefore allowing the brand to create a relevant story personalized for both gender. Levi’s® ICONS such as the 501® jean, the Trucker Jacket and the Western Shirt are featured in shadowboxes. For the hardcore denim heads, there is Levi’s® Vintage Collection showcasing iconic reissues and special editions garments. These are the key storytelling vehicles and DNA of the Levi’s® brand.

[Fashion] Levi’s® ‘We Are Original’ Celebrates Authenticity with Music, Arts and Denim

When Levi Strauss and Jacob Davis partnered in 1873 to patent their copper riveted waist overalls – as jeans were first referred to - for the miners and cowboys of the American West, little did they know that their blue jeans would one day become one of the most classic fashion items of all time. Levi’s® jeans hold a seminal place in fashion history and over the last century have developed into a cultural icon.

Thank you for having me! Levi’s® WE ARE ORIGINAL party @ KL Live was such a great party!

Levi’s® Brand marks the pinnacle of the Levi’s® WE ARE ORIGINAL campaign with a star-studded/ an epic celebration, honoring originality and authenticity on 19^th May 2016. 

Anitha Narayanan and Jennifer Wong, flanked by performers

Local personalities from various fields, denim heads as well as Levi’s® Malaysia staff- from legendary rock star Amy Search; Asia’s Next Top Model Season 2 winner, Sheena Liam; top male singer Noh Salleh of HUJAN; national gymnast, Farah Ann; top blogger, Jane Chuck; acoustic princess Liyana Fizi to dynamic duo, Jin Lim and Reuben Kang of JinnyBoy TV; renowned photographer, Chuan Looi; budding actor JC Chee; designer, Hatta Dolmat; and jazz songstress, Poova, to name a few - join forces to bring the campaign to life with their unique jeans stories. 

Anitha Narayanan and Jennifer Wong, with all personalities of Levi's WAO campaign

The celebration, held within extensive space of KL LIVE at exactly 5:01pm, starts with a myriad of activities curated by local personalities such as live mural paintings by graffiti artist, Cloakwork and art house, Minut Init, mini Tailor Shop for customization services as well as a preview of Live In Levi’s® film featuring JC Chee and Liyana Fizi.

1st INTRODUCTION by Jennifer Wong, Marketing Manager of Levis Strauss Malaysia 2

A fashion performance follows suit, highlighting four new and exciting ranges from Levi’s® Brand, which are steeped in functionality and comfort: 

COMMUTER

The Levi’s® COMMUTER series is back with more technical features and innovations. Each detail in the collection is designed to keep urban cyclists comfortable, safe and dry during a ride. Details exclusive to COMMUTER include reflective heat transfer and U-Lock holder, accent colors in Black, Grey/Reflective and Copper, labels, rivets, buttons, reflective tape and thread as well as higher back-rise for increased coverage when riding. The new Trucker jacket features Cordura Warp endurance fabric, water repellency and four-way stretch denim and non-denim material, in addition to 3M reflective on back adjustment tabs for visibility, concealed hood in collar and secured pockets.

Levi’s® All New Women’s Denim Collection For Fall 2015

Talking about fashion, there is one fashion that never faded away – the jeans. Do you know that "blue jeans” were invented by Jacob Davis in 1871(Wow! even before we were born) and patented by Davis and Levi Strauss on May 20, 1873. For more than 80 years, the Levi’s® brand has obsessed over women’s denim. The brand that invented the original blue jean in 1873—the iconic 501®—then created the first-ever blue jean for women back in 1934, revolutionized women’s fashion forever.

Since then, denim is always in trend no matter which seasons are we at. Look at our wardrobe; I’m sure everyone has a pair or two of denim because it is versatile and classic. I’m also pretty sure that we own at least a pair of Levi’s® denim. The brand has taken note of its own history, what’s happening around them and then figured out a way to make great even better.

There’s magic in the marriage of authenticity and modernity. Eight decades have taught the iconic denim leader a thing or two about women. Levi’s® knows a woman’s body and how to enhance her shape, the styles she wants to wear and the details that transform a good jean into the perfect jean.

For the Fall 2015 season, the Levi’s® brand harnessed over 80 years of women’s global denim expertise, paired that knowledge with the innovation and relevancy of today, and obsessed over the details - from the fit and fabric to finish and style - to create a transformational women’s jean collection. 

The Levi’s® brand global design team identified the key fits and styles that women want, obsessively working to optimize the latest fabric innovations and slimming technologies, creating the perfect fitting jean for each body type. Such innovations include the most advanced stretch and recovery, signature authentic Levi’s® details and world-class finishing.

Levi’s® launched its Denim Collection for women – modern, feminine and sexy from the brand that invented the blue jean recently. 

Kaede Matsumoto, Brand Style Director for Levi's®

During the media launch, we got to meet Ms Kaede Matsumoto, Brand Style Director for Levi's® who came all the way from San Francisco to introduce this new collection, joined by renowned stylist, Cho Wee Chee, who created 6 different looks that are inspirational and in style for women in Malaysia. You can check out my short recording of the live styling during the media launch, it was really inspiring and he had great styling skill.

Renowned stylist, Cho Wee Chee, who created 6 different looks in 5 minutes during the media launch

Click on the video above to peeps the styling process

Levi’s® Launch its All New Women’s Denim Collection and Fall 2015 Global Brand Campaign

Kuala Lumpur Fashion Week Ready to Wear (KLFWRTW) 2015 has begun today at PavillionKuala Lumpur. In conjunction with this grand fashion event, you could expect more Fashion posts at Wai Yee aka Rane this week yeah.

This Fall, Levi’s® brand announces the launch of its all new women’s denim collection and Fall 2015 global brand campaign. The campaign, built around “Live In Levi’s®”, features global artist, multi-Grammy award winning singer/songwriter, producer and activist, Alicia Keys who will lend her one-of-a kind voice and style to the Levi’s® brand for the debut of an all new transformational women’s denim collection. The Levi’s® brand will not only showcase Keys’ unique personal style and individuality, but will also feature her powerful voice with “28,000 Days,” an exclusive song as the soundtrack of the campaign.

“When you are authentically yourself, you are so gorgeous and powerful. I’ve come to the revelation that I’m just a jeans girl at heart. I feel the most confident, comfortable, sexy and strong in my jeans,” says Alicia Keys. “Levi’s is for every woman...there is something for everyone...much like music, Levi’s brings people together from all walks of life and cultures.”

For more than 80 years, women have been wearing Levi’s® to feel confident and strong, to express their own brand of originality and personal style. And for 80 years, the Levi’s® brand has obsessed over making the perfect pair of jeans for women. The brand that invented the original blue jean in 1873—the iconic 501®—then created the first-ever blue jean for women in 1934, revolutionizing women’s fashion forever. Eight decades have taught Levi’s® a thing or two about a woman’s body: how to enhance her shape, the styles she wants to wear and the details that transform a good jean into the perfect jean.

For Fall 2015, Levi’s® has harnessed all of this knowledge, paired with the innovation and relevancy of today and painstaking research with fans across the globe to create a transformative women’s jean collection rooted in the key fits, styles and details that women want. Utilizing the latest fabric innovations and slimming technologies, the most advanced stretch and recovery, signature authentic Levi’s® details and world-class finishing, Levi’s® has created the perfect fitting jean for each body type.

LEVI’S® Vintage Clothing Fall/Winter 2015 Collection

The year 2015 commemorates the 100th anniversary of the partnership between Levi Strauss and Co. and Cone® Denim.

Cone Denim began in 1891 when brothers Moses and Caesar founded Cone Export & Commission Company in Greensboro, North Carolina, near the eastern foothills of the Appalachian Mountains. In 1905, they established the White Oak® Mill, named after a 200-year- old tree on its grounds. This mill would not only set the global standard for quality denim, it would become the world’s most iconic denim mill.

In need of a reputable denim supplier, Levi Strauss & Co. approached Cone, and in 1915 a historic agreement was struck granting Cone Mills the exclusive right to manufacture Levi’s® proprietary Shrink-to-FitTM denim for the production of all Levi’s® Lot 501® Jeans. This Gentleman’s Agreement became known as “The Golden Handshake.”

Today, 100 years later, Levi Strauss & Co. still produces the 501® using Shrink-to-FitTM denim from Cone Mills’ White Oak facility in Greensboro, and we continue unearthing archival details about the fabrics we developed through our history with Cone, reproducing them faithfully at White Oak. Each weave carries the secrets of our long history within its warp and weft.

To commemorate this anniversary, Levi’s® Vintage Clothing Fall/Winter 2015 collection pays special tribute to Cone Mills to honor the centennial of “The Golden Handshake,” the 1915 501® Jean, and the hardworking folk who joined hands to create it. 

Notable Product
1915 501: This replica of the original 1915 501® employs red selvage denim that Levi’s® Vintage Clothing collaborated with Cone Mills on for over two years, in order to ensure its authenticity. These jeans have two back pockets, exposed back pocket rivets, a cinched back and suspender buttons, single needle arcuate, two horse leather patch, and a crotch rivet. 

Levi’s® has been refining the fit, fabric and features of the 501® in response to each succeeding era. Sometimes subtle and only apparent to the discerning eye, the differences between each of the historic 501® help tell the story of Levi’s® Brand and the ever-evolving landscape of the American frontier. Levi’s® Vintage Clothing reproduces each of the most historically significant 501s® from the past 123 years exactly as they are first introduced. Stretched across timeline from 1890 to 1978, the collection includes: 

1890 XX501® – Loose, anti-fit waist overall

1933 501® – Wide and relaxed fit jean

1944 501® – High waisted regular fit jean

1947 501® – Classic slim fit with a straight leg jean

1954 501® – Narrow tapered leg with a zip fly jean

1955 501® – Square top block and a straight leg jean

1966 501® – Rounded top block and a tapered leg

1978 501® – Slim fit, square top block and a low rise jean

For more information about the Levi’s® brand, its products and stores, please visit levi.com.

LEVI’S® 501® CT Jeans - The Original Blue Jean

Hello, I almost couldn't believed its already July, time really flies man! It is just 2 more weeks to Hari Raya Puasa, have you done your shopping for the new baju? Today I wanna share with you this jean that you could not missed out, the Levi’s® 501® Jean. 

It is the world’s first-ever blue jean featuring a timeless straight leg, relaxed fit and signature button fly, has earned its status as the most coveted jean in the world, lived in and loved by generations. Patched, repaired, shredded or tapered, the Levi’s® 501® Jean reflects how people live their lives. For years, Levi’s® fans and denim lovers have been obsessed with customizing their Levi’s® 501®s.  We've seen every style variation over the past 150 years and it all started with the Original 501®.  In fact, every pair of jeans in the world today is actually a derivative of the Original Levi’s 501®.

The new 501® CT (Customized & Tapered) has continue to offer Levi’s® much-loved Original 501® jean in an extensive range of sizes, colors and finishes. It’s all about giving our fans the ultimate choice in their 501®s. 

501® jean wearers have been customizing their jeans for decades, most commonly tailoring the legs for a closer fit. This season, we thought: let’s do the work for them. Levi’s® took the Original and added a custom taper, crafting the perfect fit for a modern take on the classic 501® jean.  The new 501® CT has a little more room at the waist so it sits slightly lower for a more relaxed fit, and they’ve tapered the leg from the knee to the ankle.

Levi’s® Brand Celebrates the Launch of New Premium Concept Store in KLCC

Calling all Levi’s® fans, Levi’s® Brand officially opens its new premium concept store in the iconic landmark of Kuala Lumpur City Centre on 11 June 2015. Spanning across 2,2251 sq ft, this new concept store on Lot 308H-1, Level 3, Suria KLCC conveys the appeal of Levi’s® - effortless, classic American flair steeped in authenticity and craftsmanship, with a focus on individual style.

“The launch of our new premium concept store demonstrates our commitment to offering our customers a more impressive range of products and a unique shopping experience. Levi’s® fans will be thrilled to know that the full range of Levi’s® Vintage Collection is sold exclusively in our KLCC store, featuring the timeline of 501® jeans from 1890 to 1978. The new location is significantly larger with an atmospheric sense of place for the try-on rooms and a tailor shop to help you imagine the possibilities of how you can Live in Levi’s®,” enthused Anitha Narayanan, Country Manager of Levi Strauss Malaysia.

Fourth from right - Levi’s® Master Tailor from Australia, Anthony Scott Wicks

Fitfh from right - Mr. Yosuke Otsubo, Head of Levi's XX Sales & Marketing : Asia, Middle East and Africa

Sixth from right - Anitha Narayanan, Country Manager of Levi Strauss Malaysia

Exclusive to a handful of Levi’s® stores worldwide, the Levi’s® Tailor Shop is introduced as one of the exciting features of the store. First of its kind in South East Asia, this premium service provides every customers with their very own piece of Levi’s® history, tailored to their exact style specifications. “Head into the store to make alterations to any Levi’s® jeans that you own, be it new, torn or the ancient ones that you have not worn for ages; our team of specialized craftsmen will repair or even modify to make the jeans your own. Iron-on patches, letters and embroidery designs are also available as part of the customization,” continued Anitha. 

The all-new premium concept store in KLCC brings to life the Levi’s® heritage with its vintage, industrial-inspired design. Upon walking into the store, customers are greeted with a focal video wall looping dynamic media presentations. The first view is the main room with a vibrant centre lead that features the full range of Levi’s® Vintage Clothing in a multilayered display of head to toe pieces. The simplicity in the materials of this space, heightened by trapeze hang bars, sets the tone and spirit of Live in Levi’s®.

Within the main room, one will immediately notice new product arrivals along with different silhouettes of iconic pieces for both men and women. Expect to see warm colours of Fall Winter 2015 when browsing through the assortments of shorts, overalls, skirts, trucker jackets and western shirts. Modular glass and metal cubes in this fashion expression area also provide the products air and light to breath as curated pieces for the Levi’s® fan’s wardrobe.

Walk further into the store to get acquainted with the Levi’s® Tailor Shop and accessories wall. Evergreen visuals accentuate the interior of this room whilst stylized cash deck situated at the centre evokes a certain charm that is Levi’s®. Beyond the Tailor Shop, are the bright fitting rooms, furnished with large custom framed mirrors. The fitting room is spacious yet intimate, providing the privacy needed for a fuss-free and breezy experience when trying on new Levi’s® apparels.

Through the modern steel and glass façade, customers will be drawn to the heart of the store, the Levi’s® denim vault. This is where one revels in the delight of finding the perfect fitting jeans from an abundance of fits offered by Levi’s®. Glowing with afternoon sunlight with rich pinewood clapboards framing vibrant indigo pieces of Levi’s® icons, this room draws attention to the 501® family that has become synonymous with universal styles, technical innovation and casual elegance.