Levi’s® Launches ‘Made & Crafted®’ Premium Collection For The First Time In SA

Levi’s® Made & Crafted® is the modern, premium expression of Levi’s® that elevates the brand through styling, price point, and placement. The collection creates tomorrow’s classics by balancing history with future-focused style. Craftsmanship is in our DNA; we use artful construction techniques to make each garment, and we source our fabrics from the best mills around the world. With a design ethos rooted in our iconic denim legacy, we’re constantly reimagining classic Levi’s® style in a progressive way. This season Levi’s® Imagines a Russian Rodeo for the Spring/Summer 2019 Collection.

Named “Russian Rodeo,” this season’s collection combines the beauty and opulence of Russian architecture and clothing with the tradition and heritage of the American West. The result is a lineup full of intricate embroidery, fringe detailing, and eye-catching Old West-style patterns. There is also a mix of Soviet-era styling, including 1990s colour-blocking.

The collection was partly inspired by Moscow’s eclectic mix of blocky Soviet-era buildings and ornate, centuries-old architecture. But it was also inspired by a more surprising influence—the Russian rodeo. To capture this aesthetic, Levi’s® Made & Crafted® Spring/Summer 2019 collection relies on a blend of colour blocking from contemporary Russian street style and American Western embellishments. There are fringe detailS, cowboy boot stitching and classic Western pieces like Trucker jackets and jeans, with street style-inspired shrunken or oversized silhouettes

Colour-wise, the collection is grounded in shades of white, black, and indigo with occasional pops of red. There is also an exploration of textural fabrics and contrast color accents that feature a range of playful stitch work and laser patterns. Seasonal denim finishing ranges from flat stonewashes to futuristic twists on classic cowboy heritage of Levi’s®.

“Moscow has interesting hits of opulence and beauty throughout unexpected places, like chandeliers on the subway. So we wanted to celebrate that Russian heritage, and then mix it all with rodeo cowboy heritage, which is something that Levi’s® is so well known for.”—Nick Rendic, Global Design Director, Levi’s® Made & Crafted®.

The Levi’s® Made & Crafted® Collection has been available since the 16th of August in the following Levi’s® retail stores: Canal Walk, Cavendish, Menlyn, Sandton and V&A Waterfront (re-opening in September).

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