Good fashion never dies. Or rather, that is the case for the Levi’s Engineered Jeans – an iconic style from the brand that has somehow stood the test of time and is now being reinvented.
In celebration of its 20th anniversary, the jeans is making a comeback. The campaign, titled Free To Move, features Japan’s most transcendent icon, Takuya Kimura who was the original Levi’s Engineered Jeans ambassador in 1999.
He is now however, joined by Chinese musician Leah Dou. Known for their confidence and bold sense of personal style, the two aim to introduce the well-loved jeans to a whole new generation.
When they launched in 1999, Levi’s Engineered Jeans were a massive success -popular not only for the way they fit, but also for their progressive style – and they’ve been something of a legend for Levi’s ever since.
“We’re taking the concept of Levi’s Engineered Jeans and experimenting with 3D knitting to see what it could be like to make the jeans of the future,” stated senior vice president of global design at Levi’s, Jonathan Cheung.
The updated designs will include more contemporary Levi’s fits such as the 502 Regular Taper and 570 Baggy Taper fits for men’s and a fashion forward Loose Jean, Slouchy Taper and Reissue Trucker Jacket for women’s.
Inspired by the original garment details, the reissues will also feature a red two-horse back patch, inner pockets printed with the logo and a printed hanger loop. It is everything that made the 1999 version so popular, but updated with a contemporary style.
Also offered are the Levi’s Engineered Knit designs for men. This 3D knit technology uses innovative construction techniques where the fabric is sewn as the garment is constructed, cutting the number of separate panels down from 10 to 5.
It saves on both fabric waste and weave time, and reduces the total number of seams, providing extra comfort. Additionally, breathable panels are inserted in areas that need it most.