New concept for Levi Strauss' creation

Debbie Gebhardt, Levi Strauss SA Marketing Director, describes the new jeans as a new concept which will be used to showcase innovation and denim leadership. The idea behind the new concept is to get people talking about the brand and get them excited about denim, which is still a wardrobe essential after 134 years. This cutting-edge range features bright copper stitching on the pockets and side seams, and copper-coloured buttons and rivets.

The design concept plays up the beauty of imperfection and curves and the collection is authentic and ruggedly charismatic. Features include skewed back pockets and elaborately scooped front pockets, leather details and vintage finishing.

"Our philosophy has always been to build on our strong brand heritage through the introduction of innovative products that set the fashion for each successive generation," comments Gebhardt. "With the new range, we believe that the Levi's® brand continues to set the trend for coolness and creativity, while retaining the quality and reliability synonymous with the brand. We believe that the Levi's® Copper™ product will excite our consumers appealing to a new and younger generation."

Throughout the history of denim, Levi Strauss' creation has remained the market leader, with sales of more than three and a half billion pairs of jeans worldwide. In South Africa alone, the iconic Levi's® 501® Jean accounts for more than half of all the jeans sold.

The new range are available in select Levi's® and Sportscene stores and retail for between R699 and R799, the range includes a regular fit with straight leg, slouch fit with carrot leg, slim fit with skinny leg and regular fit with straight leg.