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LEVI'S
Anyone who has never loved a pair of Levi’s, please stand up... and anyone who has never cursed a pair of Levi’s, please stand up as well.
Levi’s: a legend, a myth, an icon… Ah yes, you’re saying to yourself: “I remember I had 501s during the 80s (along with tasseled loafers and a Benetton sweater draped over the shoulders), I loved those jeans and their ads too (oh, the laundromat!), I always bought the same kind.”
But that’s just the problem: if you’re under 75 years old (which is entirely probable, even more so if you’re here surfing this site), why might you still talk about Levi’s in the past tense? Is it because one day – God knows why – you suddenly stopped buying the same kind? Or because today you wear Italian ‘designer’ jeans. You know the quality is there (so much so that sometimes Levi’s are hard to “break in”). The brand is there: “the original”… 1873… San Francisco… US legend… rebel and “outsider” spirit… individualism (you don’t wear “a” pair of Levi’s, you wear “my” pair).
Duke brought all that brand value up to date. To present the new collections, we first asked internet users to describe themselves (and we’re not just talking about basic measurements here), to “open up” and reveal their true personality, their style, their way of being – everything that makes them unique in fact, and that makes their Levi’s unique too. If they lack inspiration (is that possible if they’re wearing Levi’s?), we suggested some “models”: not celebrities nor runway models, but people who you might have heard of, who are “model examples” of Levi’s rebel spirit, emboding the individuality inherent in every Levi’s product.
Talking technically and interface-wise (if you don’t know what that means, you’re in deep trouble), it’s damn well put together (you can zoom towards the products and rotate the profiles… but not vice versa, I’m afraid), it looks great, it’s very practical (you can even buy online or find the closest store… really wild, huh?) and it gives the brand a youthful facelift. Meaning one can now be both timeless and totally modern at the same time.
But that’s just the problem: if you’re under 75 years old (which is entirely probable, even more so if you’re here surfing this site), why might you still talk about Levi’s in the past tense? Is it because one day – God knows why – you suddenly stopped buying the same kind? Or because today you wear Italian ‘designer’ jeans. You know the quality is there (so much so that sometimes Levi’s are hard to “break in”). The brand is there: “the original”… 1873… San Francisco… US legend… rebel and “outsider” spirit… individualism (you don’t wear “a” pair of Levi’s, you wear “my” pair).
Duke brought all that brand value up to date. To present the new collections, we first asked internet users to describe themselves (and we’re not just talking about basic measurements here), to “open up” and reveal their true personality, their style, their way of being – everything that makes them unique in fact, and that makes their Levi’s unique too. If they lack inspiration (is that possible if they’re wearing Levi’s?), we suggested some “models”: not celebrities nor runway models, but people who you might have heard of, who are “model examples” of Levi’s rebel spirit, emboding the individuality inherent in every Levi’s product.
Talking technically and interface-wise (if you don’t know what that means, you’re in deep trouble), it’s damn well put together (you can zoom towards the products and rotate the profiles… but not vice versa, I’m afraid), it looks great, it’s very practical (you can even buy online or find the closest store… really wild, huh?) and it gives the brand a youthful facelift. Meaning one can now be both timeless and totally modern at the same time.