Levi’s
AN ICON REINVENTED. As the biggest and most recognisable denim brand in the world, shoes are not the first thing you think of when you think of Levi’s®. Levi’s® wanted a more authentic and unique representation of their brand DNA in their footwear. A recognisable range that would re-set the direction and open the door to a more elevated level of retail and a more discerning consumer.
LFF (Levis For Feet)
When we started to work with the Levis team the first thing we did was ask if they had an archive for shoes and discovered that indeed they do, and an interesting one at that. Run by Tracey Panek the Levis archive is where the brand’s priceless denim library is stored but also the wider history of Levis product, including footwear. Levis for Feet was part of that history. Partly conceived of through a collaboration with Clarks in the UK in the 1970’s and later through other collaborations with brand’s like Dunlop the styles were quirky and packed with character. Working along side the the Levi’s CPO and the category manager, we set about recreating and reinventing the original styles.
Authentic Details
Simplicity and that little red tag, is key to the Levis brand. With LFF, we wanted each element of the design to speak to the DNA and quality of the Levi’s® brand. We looked closely at the details that most embodied the unique character of a pair of Levis jeans, from the stitch details to the texture of the outsole, the quality of the materials and of course the iconic Levis tab.
The range was developed and manufactured in Portugal to ensure that attention to detail and elevated quality shone through in the product.
Levis Legs
For the second instalment of our LFF project we reinstated a long forgotten branding element from the archives. The Levis ‘Legs’ were utilised on a couple of Levis styles from the 1970’s. Quirky and on brand we started with a re-issue of a vintage running style called the Stryder. Largely staying true to the original we ensured the details remained on brand with feature stitching, and that iconic Levis colour palette of blues and reds, We followed up the Stryder with the Sneak, a new vulcanised style inspired by the Leg’s design language.
“We initially engaged RAYY to work on a new premium sneaker project with the intent to re-set our sneaker category, open doors in more elevated retail accounts, and attract new customers.
Rachel and her team worked closely with me and the Levi’s® Chief Product Officer on several rounds of designs. The result was LFF, a range of premium sneaker’s and shoes that authentically represents the Levi’s® brand. Following this project, we’ve continued to work with RAYY on our Footwear collection as we find that RAYY brings a wealth of creativity, technical expertise, production understanding, and a broad knowledge of the Footwear industry that has been invaluable to us”
Nada Grkinich
Global Senior Director: Levi’s® Footwear and Accessories
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