Levi's Type 1 for the young

Novan Iman Santosa, The Jakarta Post , Lido, West Java

The public may have the impression that all Levi's jeans have a basic and classical design, easily recognized with their well- known icons of double stitching, leather patches, rivets and red tab.

Despite all the commotion in the fashion world, Levi Strauss & Co. has kept all ingredients in the recipe. But now the company is feeling it may be just the right time to change by introducing the Type 1 series.

The new collection was introduced during a media gathering last Saturday at Lido resort, Bogor regency, West Java.

Devi Ariyani, marketing manager of PT Levi Strauss Indonesia, which markets the brand here, said that the new series kept the well-known icons of Levi's jeans while reinterpreting them into a modern context.

"We call it 'heritage meets modernity'," she said.

Well, actually, there is nothing really new at first glance, except for being wider and having larger icons.

The double stitching, for example, is set wider than you would find in more classical Levi's. Not to mention the colors are brighter, making them appear more like stripes than stitches.

Larger dimensions have been set for the leather patch and red tabs -- one of the most recognizable Levi's icons -- so they are easier to spot.

Meanwhile, the rivets have stars on them, marking the first change in the last 100 years of Levi rivet design.

An important feature of the Type 1 series is that it has a V- cut waistline at the front, with a higher waistline at the back.

"The final result is that those wearing Type 1 can express themselves in a bolder way," said Devi.

Regarding the V-cut waistline, the Type 1 creates a sexy impression for female wearers, while at the same time projects feminine confidence.

Type 1 jeans come in various models for men and women, with standard, slim, loose, boot-cut and wide-flare cuts for the trousers, as well as numerous accessories and tops.

PT Levi Strauss Indonesia chose actor and singer Marcell check spelling: not "Marcel"? Siahaan and MTV presenter Nirina Zubir to promote the new collection here. Both of them were present at the media gathering.

Devi said that both Marcell and Nirinia were chosen as they were the perfect representatives of boldness, saying: "They are standout personalities, each with their own character."

Nirina told the Post that she felt comfortable with the V-cut trousers, compared with currently popular low-cut waistlines.

"I can understand that some parents are very concerned at the presence of low-cut trousers, exposing not only underwear but also the cleavage," she said with a grin.

"But Type 1 trousers protect the private parts while allowing a girl to look sexy, thanks to the V-cut waistline."

Nirina, who had just graduated last Saturday, also said she loved the shade of blue, known as rinsed blue, used for the latest collection of Levi's.

Meanwhile, Marcell also said he liked the blue.

"The long-sleeved shirt and trousers I'm wearing now fit me perfectly," he said.

The new series, as well as other Levi's series in general, are aimed at 15- to 24-year-olds.

"But the brand also attracts people outside that age group to wear a pair of Levi's. These people, who are still young at heart, have worn Levi's since their youth," said Devi.

Well, are you a bold, Type 1 person?