Recently, WWD posted an interesting article about Levi’s “Vintage Clothing” brand. I had absolutely no idea that this division of Levi’s existed. The brand is all about reproducing pieces that the company has an archive. The brand is not about creating fashionable product but rather “simple, American product.”
The article continues to talk about the transformation of a specific Levi’s Concept store in Tokyo that was not doing so well. In addition to incorporating vintage merchandise (such as T-shirts from the 60s and 70s, the visual fixtures were also found objects found at flea markets. Everything in the store is all natural, including the wood and piping which is all recycled material. The designers even chose to use an oak wood since it is believed to be "equivalent to denim in the way it beautifies as it ages."
Read the article: donadi-a-new-approach-to-premium-at-levi
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