How Levi’s flipped their brand on its ear, literally.
First thing’s first, it’s no secret that streetwear as a style in itself is by any means new.
Photo Credit Levi’s
Photo Credit: Urban Outfitters
As urban and street brands navigated through labels like ‘sportswear’ and ‘utility,’ the name ‘streetwear’ has been decidedly the coined term over the past decade. As this style has evolved with time, the culture surrounding it has brought forward its own lens of fashion that has earned the attention of brands as big as Paris-based fashion houses, like Celine, Givenchy and Louis Vuitton. From a business perspective, iconic brands like these adapt to stay relevant, but more importantly, push the boundaries artistically by broadening the definition of what fashion means.
Even brands like Levi’s, who have long-cemented their reputation as the obligatory jean for any style or occasion - from rounding cattle on the ranch to running errands in the big city - have seen serious competition in the denim space. The movement has unearthed a massive wave of new creators entering the market, including brands like G-Star RAW, Nudie Jeans, Balmain and AMIRI.
In the most recent April issue of GQ (and earlier issues) you can see an ad from Levi’s that makes a very obvious (well, to us at least) attempt at evolving with the current state of fashion. The 100-year old denim company took a street-style approach to the ad’s setting and models, featuring camouflage print, ribbed-collar tees, and it’s Air Jordan 4 Levi’s. Pictured on the male model is the brand’s logo screen printed on a white crewneck tee. What really stood out about this tee was Levi’s nod to streetwear giant Supreme, by flipping its iconic red logo on its side, mimicking the coveted box logo.
GQ Magazine Ad Photo Credit: Levi’s
For years Levi’s famous red tags lie stitched vertical to the back pockets of its jeans and pants only to now take new shape. This may only be momentary, but it’s fun to watch brands pivot and make gestures like these.