Product & innovation: all change at Levi’s

Eryn Behan

Eryn Behan

The denim industry experienced serious shock waves this season after the release of the highly anticipated collaboration between hot shot denim brand Levi’s and French fashion maverick Jean-Paul Gaultier. Ahead of what promises to be an unmissable trend forecast at Fashion Exposed, Ginger Trend Consulting reports.

 Eryn Behan is director of Ginger Trend Consulting, the exclusive agent for UK trend forecaster Mudpie and its online platform MPDClick, and a provider of fashion forecast services and consumer insight trends to the fashion and interior design industries throughout Australasia.

Fusing Levi’s heritage with Gaultier’s rebel style, this highlight collection from the jean’s brand consists of men’s and women’s styles for spring/summer 2010 in a classic dark wash, with details reminiscent of 80s Madonna and 70s backlash punk bondage.

The garments are based on classic Levi’s products including jeans, jackets, shirts and dungarees in a navy, white and red colour scheme with black outlining. Red stitching is apparent in almost every menswear piece and is used as a clever accent to the genius shape and construction of the denim. Strategically placed straps, exaggerated fastenings and vertical stripes line cuffs on jackets and jeans.

Mudpie_1 (6)Meanwhile, the womenswear line’s construction speaks for itself; Gaultier’s signature conical bra shape shines through on jackets and overalls, defined by its provocatively placed white stitching. On-trend harem jeans will also be an ‘it’ garment of the season.

Levi’s also has another development in hand; it’s not just the brand’s iconic denim that is top of the priority list – the company is now also an established eco-activist. It has made a conscious effort to renovate its San Francisco headquarters into an eco-friendly building using recycled resources including its own unique trick of the trade… Levi’s has revolutionised its building insulation through the innovative use of recycled denim, collected from Goodwill charity shops. Plexiglass windows are placed throughout the building, affording a glance at the denim filled walls.

Aside from that, Levi’s has launched a care initiative; a scheme for the brand’s consumers to encourage the use of cold water washing and line drying in order to reduce the use of electricity in their homes. To encourage the move yet further, a search for inventive and covetable ideas for sustainable drying solutions has been launched in the form of a competition with a $10,000 prize.

If Levi’s’ innovative leap into an eco friendly world is any indication, companies worldwide should be inspired to do the same in a bid for a greener planet.

The exclusive Australian representative for global trend forecaster Mudpie, Ginger Trend Consulting will present Mudpie’s Autumn/Winter 11/12 trend forecast during Fashion Exposed.


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