I blog about jeans quite frequently – they’re the most ubiquitous item of menswear there is. But of all the brands I’ve written about I don’t believe I’ve ever covered the most famous denim brand of all – Levi’s. In the 80’s and 90’s Levi’s had the monopoly on cool denim – achieved through a series of iconic adverts and smart marketing. They were for a while untouchable. Since then the world of fashion has expanded with everyone from high end designers to high street brands providing stiff competition for Levi’s. I guess the brand fell out of favour and began to look old fashioned, out of touch. Well, not anymore. Levi’s California is a capsule collection of hero pieces available at Urban Outfitters. And it’s not what you would expect from the brand. Ultra modern tailoring combined with pared down and minimal branding create a sleek new take on the world’s most famous jeans maker.
Collarless jackets and luxe fabrics reinvent the idea of ‘classic american workwear’ that Levi’s made popular – jeans and trousers are cropped and unbranded recalling the minimalism and modernism of brands like A.P.C. The key piece for me is the Pendelton diamond print wool overshirt. Levi’s is back baby, and it’s better than ever.
Shop the collection at Urban Outfitters
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