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Levi's New Luxury Collection
Elegant With a Capital E
by Helene Goupil on Jan 20, 2006
When local business owner Levi Strauss started making work pants for miners in 1873, jeans were seen as sturdy and practical pants for the working class. Things have changed quite a bit in the denim world. These days, designers around the world offer luxury jeans and San Francisco's very own denim king, Levi's, is a force with which to be reckoned.
This spring, the brand is joining the high-end denim world with the launch of its own luxury jean collection. The line is called "Capital E," in reference to the capital letter featured on the red tabs of the first Levi's jeans and it comes complete with men's and women's clothing.
It's in the details
From the "Capital E" printed inside the pants to the turquoise-colored buttons on some styles, it's easy to spot what sets the premium line apart from past collections. Each pair of Capital E jeans is carefully crafted to give customers a one-of-a-kind fashion piece. It can take up to 30 people to make one pair of these jeans -- the back pockets are placed and sewn by hand. The recognizable arched stitching on the back pockets are also hand-sewn one line at a time on the highest-quality ring-spun denim.
"Capital E is the most luxurious, hand-crafted expression of the Levi's brand," Amy Jasmer, spokesperson for Levi's, said. "The [women's] collection includes jeans, skirts and a vest. Future seasons will have a broader offering," she added.
Women can choose from several styles: the Ruler jean is a flattering straight cut that can be worn long with heels or cuffed with flats; the Skimmer is low and snug with an extra-long leg to scrunch up at the ankle or to be tucked into boots; the Swank is a low-rise boot cut; the Trouser is a tailored low-rise pant with a slightly flared leg; the Vintage Flare, inspired by the 646 cut, has a mid-rise body, and is straight and slim through the thigh; and the Tapered Crop is relaxed on top and snug at the bottom.
The line also includes a fitted and feminine vest, the Ruler Short -- sleek, low and slim fit shorts that hit just at the knee, and the Trouser Mini, a very short mini skirt meant to be worn low on the hips.
The men's line is just as modern and attractive. The Skinner is a slim boot-cut jean that goes with a dressy shirt as well as a casual sweater. The Ambler is a relaxed bootcut with a mid-rise that's full through the leg with a wide bottom opening. The Strummer fits low on top and has a skinny straight leg.
The Offender is a one-button ultra-low rise jean that fits tight in the seat and thigh, cut straight from the knee down. The Chino Trouser is a mid-rise relaxed bootcut jean with traditional trouser styling and the Stacked Skinny is slightly low rise with an extra long leg that bunches up at the ankle. The brand's first design, the original 501 jean, and a three-button blazer that conveniently goes great with jeans round out the men's line.
Good Fit Guaranteed
Uniqueness doesn't come free -- prices range from $140 to $501 -- but big prices don't scare high-fashion shoppers. What matters is that these clothes make you look good, and shoppers heading to the Levi's Union Square store can be sure the jeans are a good fit without even looking in the mirror.
On the third floor, you'll find Intellifit, a body scanner inside a transparent glass booth in which customers can walk in and get their body measurements within 10 seconds. Armed with measurements and information on favorite cuts and fits, Intellifit will figure out which styles are most flattering for you.
Capital E items are available at the Union Square Levi's store and high-end department stores such as Neiman Marcus.
by Helene Goupil on Jan 20, 2006
The Swank Jean for women, image courtesy of Levi's
The Skinner Jean for men, image courtesy of Levi's
The Trouser skirt, image courtesy of Levi's