Levi's Type 1 for the young
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?