The men's wear of this new Levi’s^® Red collection is a collision between classic denim and pioneering concept, with a focus on workwear inspiration and daily wear casual. The bottoms retain the unique detail design from Levi’s^® Red, including the iconic five-pocket design and the classic yellow leather patch. The cottonized hemp and cotton applied on the bottoms provide a soft and comfortable feel while the bartack and the rivet are replaced by the free style stitching for the tops. Additionally, the embedded leather patch is low-profile but yet adding to more texture feel. Furthermore, the multi-pocket craftsmanship design contributes to a stylish appearance while maintaining its strong functionality.

Throughout the 15years of their music journey, Perfume bring in their unique and avant-garde music and art to the mainstream media. The rule-breaking spirit perfectly presents the Levi’s^® Red Collection.

THE GATHERING OF LEVI'S^® PIONEERS

For the brand-new Levi’s^® Red collection, Perfume – the Japanese electro-pop group will take the lead to present the Levi’s^® Red collection. Formed in 2000, top electro-pop trio Perfume (a-chan, KASHIYUKA and NOCCHI) are one of the most influential girl groups in Japan, beloved for their futuristic concept and creative performances. The group made their major debut in 2005 and broke through with monster hit single “Polyrhythm” in 2007, taking techno-pop music and culture to the mainstream. In 2012, Perfume began their global activity, with sold-out tours around Asia and later in Europe and United States. In 2019, during their 4th world tour, Perfume performed at the well-known Music and Arts Festival – Coachella. They are the first female J-pop group to perform at Coachella.

As consumers begin to become more conscious of how their actions and habits in a post-pandemic world can impact the world, they are also celebrating a sustainable way of consumption. As a pioneer of sustainability, we want to be on this journey with our fans. We understand that we must take responsibility for the natural resources we use, doing right by the places where we live and work, and innovating around the best possible practices and policies for us, our industry, and the planet.

In the Levi’s^® Red collection, in addition to organically grown cotton being used, it also features the company’s first foray into the use of a new form of “cottonized hemp” denim hemp that’s been altered to feel just like cotton. The collection is emblematic of the company’s continued commitment to innovation and sustainability while still delivering on the incredible quality expected from the Levi’s^® brand. The hemp has gone through a process developed by fiber technology specialists that softened the material, giving it a look and feel that is almost indistinguishable from cotton. It marks an important sustainable step as the environmental benefits of hemp have long been known – it requires far less water and land in the growing phase and has a smaller footprint than conventionally known cotton.