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LEVI’S® RED

The year of 2021 will be the post-epidemic period, while feeling different, setting new goals of the year, transiting to new stage, how shall we embrace the upcoming marvelous year of lunar ox during the post-epidemic period? This season, Levi’s® Red collection starts a new normal and breaks the norms with you. Throughout its 167 years’ history, Levi’s® has always been at the center of the culture, evolving with every generation. Levi’s® denim goes beyond a product, it represents the spirit of breaking the rules, strengthens the denim leadership of Levi’s®. Levi’s® Red collection comes back this season with refined workwear details to level up the game, once again led the denim trend from generation to generation.

Levi’s® Red focused on innovative design, redefined the iconic Levi’s® 5-pocket jeans design, and also extended the possibility for denim apparel design. The perfect mix of experimentation and artistry creates a pioneering masterpiece that requires extremely complicated workmanship. Levi’s® Red was once the precious collection among Levi’s® collectors due to its extremely complex craftmanship and limited production quantity.

KEY FEATURES

VINTAGE CRAFTSMANSHIP

Secret compartment inside the pockets

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DOUBLE NEEDLED THREAD

Recreating our iconic batwing

FREE STYLE
STITCHING

Replacing the bartack and rivet

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HIGH QUALITY HARDWARE

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THICK STITCHING

YELLOW LEATHER
PATCH

Reviving classic 90’s workwear limited collection

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SOFT AND COMFORTABLE

Using new form of “cottonized hemp”

YELLOW LEATHER PATCH

Reviving classic 90’s workwear limited collection

SOFT AND COMFORTABLE

Using new form of “cottonized hemp”

MIXING WITH TRENDS

No yoke suit waistband design

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UNIQUE DOUBLE STITCHING

Keeping the jeans’ original shape

UNORTHODOX RED STITCHES

Breaking traditions with our pioneering designs

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EMBEDDED LEATHER TAG

Subtle brand details

To welcome 2021, Levi's® take 2004 version of Levi’s® Red to create this new one. However, different from the 2004 Levi’s® Red, this brand-new collection interprets the concept of utility more vividly. With refined workmanship, the workwear concept is polished by leveraging the iconic 5-pocket jeans design as the base. Meanwhile, sustainable fabrics is applied with modern design silhouette, creating the new Levi’s® Red collection that is beyond the classics. The unique product details are bold, such as yellow leather patch and irregular arcuate stitching. The one-of-a-kind Levi’s® Red collection inspire and encourage the new generation to look ahead on their journey and to start a new chapter together.

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.

levis hongkong - cny red

For women's wear, the classic workwear’s style is consistently applied throughout women’s bottoms – The Levi’s® Red Railroad Trousers and The Levi’s® Red Work Pants, oversized fitting represents the main feature of workwear. The irregular ecru stitching makes jeans tighter without deformation, toning and trimming the legs. No yoke suit waistband design with yellow leather patches recur the genuine Levi’s® Red heritage. The classic indigo blue and black denim help to upgrade the overall texture quality. The tops reveal the delicacy and individualism by combining the crisp denim fabric with vintage American-style silhouette cutting. Styled with Levi’s® classic Logo sweater, leveraging Chinese New Year red color for the color palette to lift the Chinese New Year ambience, paying a tribute to the Spring Festival.

levis hongkong - cny red

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.

levis hongkong - cny red

On the other hand, 5lack, the rapper and track maker from Japan will take the lead to present Levi’s® Red Collection. His limited CD of the latest album " Kono Keshiki Mo Kohete " was sold out immediately on the day of release, and the digital version was also highly evaluated. In recent years, he has been actively performing live activities at music festival like Fuji Rock. The song "Tokyo" feat. 5lack was written for the 2020 Tokyo Olympics campaign "Style '20" by NTT Docomo, which has been broadcast since the end of 2015. When talking about Japanese Hip Hop, 5lack must be included in the conversation.

levis hongkong - cny red

SUSTAINABILITY IN ACTION

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.

levis hongkong - cny red

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.

2021 will be an extraordinary year with a fresh new start. With Levi's® Red as a carrier, Levi’s® will also lead the young generation in the post-epidemic era to break through the boundaries, to move forward, and to explore possibilities.

levis hongkong - cny red