This spring LEVI’S invited i-D to the Big Apple to witness their first-ever show at New York Fashion Week.
Levi’s runway show in February wasn’t just the denim giant’s first introduction to the New York Fashion Week schedule, it was also a re-acquaintance with a true Levi’s classic, the Sta-Prest line. Introduced in the 1960s, Sta-Prest was the first non-denim product line for the jeans company, and as one of the first non-iron articles of clothing it helped to create a new market for them. In accordance, this inaugural ready-to-wear show also heralds a new market and an exciting new era for Levi’s, validating itself as a fashion brand alongside the industry’s top names. Classic Levi’s styles and denim staples were brought bang up-to date with a new hipster attitude, stellar street-cast and L-train beards. Modern urban tailoring dominated the show as refined chinos were neatly tapered, military khaki jarred convincingly alongside emergency orange, classic trucker jackets got reworked in buttery suede, and raw denim came double layered adding streetwear edge. Padded zip-up bombers, geometric patterned knits, plaid-on-plaid and the reworked army surplus all provided emphatic evidence of Levi’s fashion credentials. For a company founded in 1873, this fully fledged runway show was firmly rooted in the 21st century, demonstrating how far this denim brand has evolved from its railroad and mining roots to being the choice of today’s modern pioneers.
All clothing Levi’s and Levi’s Made and Crafted. Otis, Duncan and Aleksandra wear jewellery Duffy Jewellery. Nadia wears nose rings Rachel Boston. O’Shea wears all clothes Levi’s.
Text: Caroline Newell
Photography: Willem Jaspert
Styling: Raphael Hirsch
Models: Nadia Giramata @ Viva, Otis Partridge @ Premier, Aleksandra Kivimaki and Duncan Pyke @ Elite, O’Shea Robertson @ Select.
Originally appeared in The Just Kids Issue, Pre-Fall 2012.