PERENNIAL DENIM BECOMES A SUMMER FAVOURITE

Denim - normally reserved for winter wear – has the coolest fashion items this summer.

Expect funky Levi's® hot pants and sexy skirts to celebrate summer, plus pants in a variety of lengths from long to mid-calf Capri. They’re made from lighter weight denim and cottons to ensure you stay 100% cool.

Debbie Gebhardt, marketing director of Levi Strauss SA, says this summer’s trend to move from thigh-high to full length has created the perfect opportunity to develop denim styles that are cooler for the hot summer months.

“Denims are a perennial wardrobe staple. But come summer time, fashionistas need a slightly cooler option that retains the style and comfort of denim,” says Gebhardt.

 “We have hiked our hemlines from maxi to midi to mini, catering to all preferences,” she says.

Levi’s® Red Tab for girls has released two denim Capri styles, denim hot pants, mid-thigh shorts and mini-skirts for summer, while Levi’s® Red Tab for guys also includes shorter length jeans in this season’s range.

More booty-friendly styles have also been added to the homegrown Levi’s® EVA range. Levi’s® EVA jeans are designed for women with curvaceous bodies. The range will now include a streamlining full-length denim skirt, cute culottes and a looser wide-leg jean in summer’s key colour – white.

Due to hit stores in February 2008, Levi’s® EVA will soon offer a knee-length pencil skirt as well as a range of non-denim bottoms.

“There has already been an overwhelming response to our new range for guys called Levi’s® Copper ™, which we released at the start of summer.

“It features bright copper stitching on the pockets and side seams, and copper-coloured buttons and rivets. The whole design concept plays up the beauty of imperfection creating an authentic and ruggedly charismatic look. Levi’s® Copper ™ jeans feature skewed back pockets and elaborately scooped front pockets, leather details and vintage finishing,” says Gebhardt.

In a separate initiative this summer and as a part of the Levi’s® Red for Life AIDS awareness campaign, a new range of ‘clothing with a cause’ was launched on the 1st of December to tie in with World AIDS day. Levi’s® Red for Life includes red-stitched guys’ and girls’ jeans with red rubber-capped buttons embossed with the symbolic AIDS ribbon as well as limited edition tees and red-and-white high top sneakers.