Home / Knowledge / News / Fashion / 'blue on blue' that express true individuality
'blue on blue' that express true individuality
Apr '09
This season, the Levi's brand looks to 'You' for inspiration – You, who express true individuality, possess provocative energy and appreciate minimal, simple aesthetics – and introduces a new range.

'Indigo' from the Levi's Red Tab collection is about the soul of denim; an outcome of a new blueprint that strips away all the unnecessary optics to allow for the beauty of denim to shine through. Presented in a modern light, Indigo marries a fun, playful aesthetic with understated simplicity that will allow wearers to experiment and project their individualism and characters all at once.

“The current denim market mostly consists of denim jeans with excessive detailing and unnatural finishes. With Indigo, it's about appreciating the beauty of denim without those distractions,” said Agnes Tann, strategic brand planning director for the Levi's brand, Asia Pacific Division based in Singapore.

The Denim
The Indigo jeans takes a cue from Spring Bottom Pants that were considered workwear in the late 1880's. Named 'Spring Bottom' because of the flare at the leg opening, the unique design of the pants, particularly the triangular patch at the back, has been fused with modern, angular and edgy details with minimal embellishments for Indigo to bring out the beauty of denim.

The denim is a key focus of the range. With colorful customized selvage red cast, a dyed weft almost pure indigo colored denim as well as a special greencast fabrication, the rich shades throw a spotlight on the beauty of denim.

Besides the regular fits for denim bottoms, Indigo will also roll out denim bermudas for men and stylish quirks like the drop-crotch cropped volume jeans for women.

Adding a twist to the collection are buttons and rivets that have been color-coated bright blue – an interesting change from the metallic-looking sundries and reflective of the youthfulness and innovativeness of the Levi's brand.

With accompanying tops and accessories that create fun looks however assembled, Indigo makes strong statements about one's individuality.

The Indigo range will also include a graphic collaboration with a prominent street artist hailing from Sydney, Australia, by the pseudonym 'Kill Pixie'.

With his compelling works inspired by different cultures, his unique colorful style and idiosyncratic characters makes a fitting graphical representation of the Indigo range – simple, quirky and symbolizing a mash of cultures all at once.

The Indigo range will also be supported by an in-store retail campaign titled 'Indigo – A New Blueprint in Denim'. Developed by advertising agency BBH, the creative concept follows the product inspiration of going back to basics and appreciating the beauty of denim and hence, translating into a 'blue on blue' execution – from the unique and modern blue optics of the campaign to the name of the range, Indigo.

The campaignvisuals are shot by Simon Harsent, New York based award-winning photographer who is no stranger to the Levi's brand, having shot several campaigns over the years.

The Indigo range is in stores right now.

Levi's brand

Must ReadView All

Courtesy: Fancycrave.com from Pexels

Apparel/Garments | On 22nd Jun 2018

EU's retaliatory duty on US apparel takes effect

As part of the three-pronged response outlined by the European...

NCC applauds House passage of farm legislation

Textiles | On 22nd Jun 2018

NCC applauds House passage of farm legislation

The National Cotton Council (NCC) of the US has welcomed the passage...

Courtesy: Roman Pohorecki from Pexels

Apparel/Garments | On 22nd Jun 2018

UK launches inquiry on sustainability of fashion industry

The Environmental Audit Committee of the UK Parliament has launched...

Interviews View All

Hugo Boss

'Hugo Boss works with carefully selected sourcing partners'

Mandeep Nagi
Shades of India

Women value something that is unique and has a flavour of India

Shiladitya K Joshi
Truetzschler India Private Limited

India ITME provides a platform to interact with our stakeholders

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Anupam Arya

<div>Jaipur-based Fabriclore Retailing Pvt. Ltd. is attempting to revive...

Urmil Arya

Sushila International, a well established textile organisation established ...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Adriano Goldschmied
AG Jeans

The hype around 'designer jeans' was created by him. And the new wave of...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search