Levi’s brings two of its clothing collections to South East Asia for the first time
DKSH, the leading Market Expansion Services provider with a focus on Asia, announces today the launch of Levi’s® Vintage Clothing (LVC) and the premium Levi's® Made and Crafted™ (LMC) line in Southeast Asia.
Bangkok, Thailand, July 3, 2014 - DKSH Thailand, the exclusive franchisee and distributor of Levi’s® in Thailand announces today the launch of two new clothing lines in Thailand and other countries in South East Asia.
The line Levi’s® Vintage Clothing (LVC) reproduces the same style and fit as the iconic 501® jeans which was introduced 124 years ago. The 501® jeans was established during the gold rush era, where miners and other workers were looking for a robust working garment. The LVC jeans reproduces every detail including fabric, sundries and even packaging, so that denim fans in 2014 can recreate the 10 looks and style of a bygone era.
The first collection of Levi’s 501® jeans has been amended in 1890, with the number “5” representing products made from best fabrics and materials. In 1922, the jeans had its key features with suspender buttons and a back buckle belt. Belt loops were added later in 1933, while in 1937, the Red Tab® was introduced to identify the Levi’s® brand. In 1944, during world war II, the arcuate was painted on the back pockets and in 1947, with a slimmer fitting, the arcuate was stitched on the back pockets with double needle technology. In 1954, a zip fly was incorporated and one year later in 1955, the ‘Two Horse’ leather-like patch was born. In 1966 then, the back pocket rivets were covered with bar tacks, while in 1978, the logo on the Red Tab® changed from LEVI’S to Levi’s with the concept ‘Big E’ and ‘Little e’. As of 1960, the special collection LVC got an orange tab to represent Levi’s brand instead of a Red Tab®.
Some 141 years ago, Levi Strauss invented a simple blue jeans that forever changed the way America and the rest of the world dressed. Levi’s® Made and Crafted™ (LMC) builds on this legacy of designing tomorrow’s classics by using today’s best materials and construction techniques for various clothes such as shirts, jackets, skirts, dresses and jeans. Every garment is cut, sewn and finished using the best methods available.
Indigo and Denim are still Levi’s® heroes. The LMC range has the best fitting jeans for both women and men, uses denim and indigo in new and unexpected ways. In terms of denim innovation, every season, Levi’s® works together with leading mills in the U.S., Japan and Italy to create the finest fabrics. In addition, hand waxed leathers are sourced from Italy as well as cashmere and silk yarns (woven with cotton and wool) to create comfortable fabrics.
To support the launch of the LVC and LMC jeans, Levi’s® produces a replica of the famous “Crosby Tuxedo” available for sale in Thailand. In 1951, the legendary U.S. actor and singer, Bing Crosby was denied entrance in a Canadian hotel because he dressed in denim. Levi’s® developed a custom denim tuxedo jacket so that Bing Crosby would never have had problems wearing Levi’s® jeans when entering the hotel.
The Levi’s® Vintage Clothing (LVC) and Levi's® Made and Crafted™ (LMC) collections are exclusively available for sale at the new Levi’s® store at the Central Embassy in Bangkok.
For more information: www.levisthailand.com
About Levi’s® brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® range of jeans wear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit www.levi.com
About DKSH Group
DKSH is the leading Market Expansion Services provider with a focus on Asia. As the term "Market Expansion Services" suggests, DKSH helps other companies and brands to grow their business in new or existing markets.
Publicly listed on the SIX Swiss Exchange since March 2012, DKSH is a global company headquartered in Zurich. With 735 business locations in 35 countries – 710 of them in Asia – and 26,700 specialized staff, DKSH generated net sales of CHF 9.6 billion in 2013.
About DKSH Thailand
Since its establishment in Thailand in 1906, DKSH has been a leading player in providing Market Expansion Services for the consumer goods, healthcare, performance materials, and technology industries. Although it is a Swiss company, DKSH is deeply rooted in the local community. This is because the company is able to draw from a tradition, lasting over a century, of doing business in and with the nation. Through its industry expertise and unparalleled experience in offering Market Expansion Services tailored to the specific needs of its business partners, Thailand has evolved into the most important hub within DKSH’s dynamic network. In the region, the Thailand operation serves as a role model in leveraging success stories to other countries.