Levi’s® is reintroducing Levi’s® Red on Chinese New Year, across the brands market in Asia to celebrate the spirit of discovery and progress.
Levi’s® Red, first launched in the late 90s, intended to craft the next denim zeitgeist. Building on the original ethos of Levi’s® Red, the brand invites the authentic and pioneering spirits to be inspired by the past while looking to a more hopeful future. This season, The Levi’s® Red collection takes inspiration from the range first offered in 2003. The product draws from workwear roots, with updated silhouettes to reflect the season’s key idea of Loosen Up, coupled with styling details made relevant for today. Product iconography and details are rendered in red and gold — a salute to Lunar New Year festivities. Most importantly, the Levi’s® Red collection is an integral part of our Style & Sustainability platform, with products crafted using cottonized hemp — bringing incredible relevance, meaning and depth to the collection.
Launched in the Greater China and South East Asian markets in January, Levi’s® Red has been off to a strong start. The initial launch in mainland China included a special collaboration with the iconic Feng Chen Wang, and a creative campaign that featured Chinese supermodel Liu Wen and up-and-coming Chinese band Mandarin. Top-selling products include the Loose Straight and High Loose fashion fits for women, the Taper and Stay Loose fits for men, the Levi’s® Red Tees and Trucker jackets, and the gold selvedge programs in the men’s Taper and women’s High Rise Boyfriend fits.
“What makes this year’s launch of the Levi’s® Red collection particularly special is the fact that it stays true to an authentic Levi’s® spirit, remains confidently rooted at the key intersection of Style & Sustainability, and is hyper-relevant to local culture and tradition,” said Vishal Bhalla, VP Merchandising AMA.
The Levi’s® Red collection is now available in all major markets including mainland China, Japan, Taiwan, Hong Kong, Indonesia, Singapore and Malaysia.