A denim brand reissues its sellout hit and experiments with what may well be the jeans of the future, writes Syida Lizta Amirul Ihsan
THE year was 1999, the model was Takuya Kimura and the product was Levi’s Engineered Jeans.
With his wavy locks and good looks, the campaign made waves and raised the portfolio of the brand beyond being just a denim label.
The Engineered Jeans was special. The side seams are curved to the front and the yoke at the back allows for greater movement. The jeans sold out everywhere because it was relaxed and exuded the 1990s grunge feel.
This year, just like the Dior Saddle and Fendi Baguette that have been re-marketed to an existing and different audience, the Levi’s Engineered Jeans return to a new set of denim wearers.
A product iconic to its time but unknown to the current generation, Levi’s hopes to cast a wider net with this one — the slightly older group who know the LEJ and the young adults whom
it hopes will turn to Levi’s amidst a stiff market filled with denim makers.
This time around, Kimura returns and partners with Chinese musician Leah Dou who is
the daughter of singer-songwriter Faye Wong for the jeans’ campaign called Free to Move.
NEW ADDITION
While the collection was solely for men in 1999, a few women’s items are included in this new line-up.
Particularly interesting is the Loose Jeans, like a slightly longer version of the culottes. The silhouette is unlike any other cut, considering the roomiest cut for women is often the boyfriend’s jeans. This one is medium rise and flared at the bottom, exuding an interesting silhouette for Levi’s denim.
The other option for women is the Slouch Taper, roomy at the thigh yet tapered at the ankle. It’s shorter than the classic Levi’s so wear it with ankle length boots or statement shoes for that wow factor.
The Reissue Trucker, meanwhile, is an equivalent of the quintessential leather jacket. Exuding a rocker chick vibe, this cropped number has hidden front pockets that eliminate the bulky look on conventional denim trucker.
For men, the original 570 Baggy Taper returns along with the Regular and Athletic Taper. I like the Baggy Taper for its effortless cool look. Volume is back. Skinnies are out.
SUSTAINABLE GAME
The collection also sees the debut of the Engineered Knit for Men, using a 3D knit technology that reduces number of separate panels by half, reducing fabric waste.
This technology, which has been applied by sports shoes makers, also reduces the number of seams, giving more comfort to wearers.
“We take the concept of the Engineered Jeans and experimented with 3D knit to see what it could be like to make the jeans of the future,” says its global design senior vice-president Jonathan Cheung.
If the 3D knit technique can be applied to denim without compromising look, comfort and fit, the future looks bright for an industry much maligned for its excessive use of resources to get a desired look and wash.
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