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Levi's revamps flagship store on Regent Street

31
Mar '10
Levi Strauss & Co announced the opening of its re-crafted Levi's flagship store on Regent Street in London's West End. A vibrant source of fashion trends and pioneering youth culture, London is the perfect gateway to a new experience of the Levi's brand.

“Our new London flagship store is a milestone of Levi Strauss & Co.'s global retail strategy, designed to build the company's brand-dedicated retail network throughout the world, with special emphasis on key fashion capitals such as London,” said Armin Broger, President of Levi Strauss & Co. Europe, Middle East and North Africa. “On Regent Street, Levi's has created a place where craftsmanship and authenticity deliver the most genuine experience of the brand anywhere in Europe.”

The Levi's Regent Street flagship store combines product breadth and depth, personalised denim expertise and a journey through the origins of denim to provide the ultimate jeanswear destination to millions of London shoppers. The store will be curated to feature the latest collections and provides consumers with a highly personalised way to shop by the latest fit or finish in the Inspection Room. It also houses up to 22 different washes of the original button fly jean in the glass-encased 501 Jeans Warehouse.

Product selections will be updated weekly to inspire new perspectives on iconic collections, whilst also showcasing innovative product for those on the hunt for the latest trends. For consumers seeking vintage pieces, the store features the exclusive Levi's Vintage Clothing collection, offering consumers exact replicas of historic editions of 501 jeans. Key pieces from the brand's 137-year history will also be on display, including an original pair of Levi's 201 jeans from the 1920s, on loan from the Levi's archives in San Francisco.

The Levi's store on Regent Street is designed to give consumers a tangible look into the craftsmanship that goes into the original and definitive jean. To introduce London to the re-crafted flagship store, Levi's has recruited 18 of London's most talented craftworkers to feature as icons of the new store. LS&Co. scoured London to find craftsmen and craftswomen across the worlds of art, music, performance and even food creation, representing a truly young and dynamic London.

An in-store launch installation will see 80 square metres of prime Regent Street retail space dedicated to Levi's Craftworkers. After the launch exhibition, this storefront space will be reserved purely for the curation of craft, showcasing everything from exclusive product collaborations to art exhibitions, creating a level of intrigue and impact unique to fashion retailing.

Levi Strauss & Co


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