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'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

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