Levis, London

If there is one thought we hadn't had was that Levis would join forces with Lego....but then it is 2020 and stranger things have happened, right?  From a cursory glance at the Levi's website, this is a limited edition collaboration (in other words hurry and buy this stuff).  We were pleased to see that some of the products are labelled sustainable although how much of it is would need further investigation, particularly considering that to produce a pair of Denim jeans takes a vast amount of water.  Anyway, there is a slight nod to Mondrian in the product but as always they do produce quality stuff.

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Levis, London

Images Courtesy and Copyright Lucky Fox

As part of their latest campaign Levis have created an installation celebrating their iconic products where anyone can share their own stories of how they 'live in Levis'.  Stylists and bloggers across cities such as here in London, Berlin, Paris and Amsterdam were asked to curate the spaces which feature huge rotating panels and a range of mannequins on plinths to showcase the campaign imagery.  Great to see such clever and interesting innovation on the high street.

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Levis, London

Images Copyright Melvyn Vincent

Those clever boys at Lucky Fox have been waving their magic over quite a few stores here in the West End lately and this one led by Levis is particularly interesting.  The Good Things Take Time to Make campaign references the methods and craftsmanship which goes into producing the woven detail on their patterned T-shirt.  Anyway, do go in and take a closer look, we've heard that the limed oak and antique Brass fixtures within the interior are particularly delicious so we will be swinging by shortly to take a closer look. 

Levis, London

Now this is an interesting installation at Levi's.  Sale schemes are always so difficult to make interesting but thankfully the guys here have come up with a simple yet effective solution that gets it all so right.  We love these banners made up of multiple pieces of denim with just that brand signage blocked in the Levi's Red and so powerful and so recognised that it doesn't even need the brand name on it.  

Levis, London

This brand have really grown on us recently as they seem to be doing such exciting stuff.  With the recent launch of their Waterless jeans and their incredible current installation at their Regent st. store this brand seem to keep reinventing itself in so many extraordinary ways.  Their Carnaby st. site is simple by comparison to their flagship store around the corner, although with their stacked crates they are right on trend and clearly a confident brand as signified by the minimal use of merchandise included in their schemes.

Levis, London

If you happen to be passing Levis along Regent st., do poke your head around the main doors and have a look at this installation by Ian Chesney as part of the Fashion and Architecture thing that's happening right now in this area of town (The Regent St. windows project). Unfortunately we were not sent information or invited to the launch of this event.....bizarre right? (was there one?)... so we don't have much information about it all and had to photograph it through the glass. We should have just gone to Thailand like Fergie recently I guess instead. But, ahem..... anyway, that aside, here we have lots of pairs of jeans creating Art. Well, if these guys wont invite us what do they want us to say, eh? Ultimately, of course this installation is quite spectacular. We have also had a look at Uniglo and Duchamp too which also have this kind of stuff installed and which we will post over the next few days.

Levis, London

I've been following what this store have been doing for quite some time now and since their re-launch several months ago, Levi's have been showcasing the most incredible schemes and works of Art.  This year 'Levi's London is celebrating [this] Christmas through the eyes of one of London's most talented craft workers inviting Gary Card to create a unique installation in the original space'.  Levi's approached Gary Card 'with three words, Denim, Spots and Play [his] immediate reaction was to create somewhere to explore and discover.'  If you haven't seen this store, do go and check it out along Regent st. as they do produce some wonderful stuff.  Even if you don't like the brand or the product Levi's have very successfully drawn me in and I may just go and take a closer look inside any day soon.

Levis, London

Don't you just love this store? OK, well I'm not personally over excited about the brand or in fact the merchandise but this store is simply delicious. This site really does go from strength to strength. It may be that as it is a newly revamped store it perhaps has been given a larger budget and I guess it is a flagship store after all. From my experience, these kind of stores get all of the attention for the first several months in order to launch them and then the focus strays elsewhere, malaise appears to set in and then the marketing budget simply drops away or goes elsewhere. The Marketing budget leaving is fine, the VM budget leaving is not. Still, enjoy it while you can. The repetition of these templates / patterns / slopers or blocks, depending on what you want to call them work particularly well in this warehouse style environment. Ebenezer Butterick and James McCall would be proud.

Levis London

Having waited ages for this stores renovation to be complete, it finally opened recently. And how exciting too. Levi's have produced a store that any brand would be proud of and I cant wait to have a proper look around inside. The selling space doesn't even begin until several metres into the space. The shopper passes through a gallery 'like' space that would'nt look out of place as a New york loft apartment before walking through enormous doors to the retail space itself. This is an incredibly brave move by this company which seems to have created an experience with the sales angle deliberately played down. We have seen the likes of this strategy with companies such as Nike, and this does confirm the strength of this brand. I had felt that 'they' had lost their way a little recently, but clearly not. This is a massive leap forward and I for one will certainly be checking them out.

Levis, Rome

While flaneuring along the Via Del Corso here in Rome, I happened up this Levis store. I'm not normally a fan of this brand particularly as they do seem to present their schemes out of a catalogue, although I must say I was quite impressed with this store. Levis have used these enormous wooden cable drums where normally a large industrial cable would have been wrapped, they have replaced it with checked ribbon - interesting contradiction here. The drums are also used as as fixtures from which to hang their merchandise and plinths on which to place their mannequins. The figures themselves have been sprayed in a Matt Black finish. Their strap line 'Check me Out' has also been stenciled on the drums and applied to the main windows in vinyl. I think this store is worth 'checking' out (no pun intended) as it is refreshing to see such a large brand be this innovative.