Bangkok – World’s iconic fashion jeans Levi’s® 501® opens up a new experience in jeans with regional ‘501® May Day’ event in synch with all other Asian countries on May 1. The event highlights Thailand’s top models parading on the runway to show the latest update of Levi’s® 501® Summer Collection in a range of nine colors, plus special Levi’s® 501® Eco Jeans edition, the first lineup of jeans made from organic cotton, with limited number of 574 pairs hitting the Thai stores.
Mr. Ponsinh Boutkaska, Marketing Manager of Fashion Apparel Division at Diethelm Limited, the Thai distributor of Levi’s® jeanswear, said: “Levi’s® is hailed all over the world as the jeans icon that enlivens jeanswear fashion and makes a perfect match for every lifestyle. Our global design concept revolves around giving jeans the trendsetting design and liveliness in terms of fits, coloring, fabrics, and cutting. With iconic 501® range of fashion jeans at the forefront of this design concept, Levi’s® kicked off a new communication strategy mid of last year with the global ‘Live Unbuttoned’ campaign in 110 markets around the world.”
“In celebration of the Levi’s® 501® May Day event across the Asian region on May 1,” he continued, “Levi’s® Thailand recounts the story of 501® under the concept of ‘Live Unbutton - TAKE ME ON AN ESCAPADE’ to portray the boundless world of jeans with a fashion show by Thailand’s top idols, such as Tob-Chaiwat, Tac-Paranyu, Mario Maurer, Rome-Pachata, Koi-Rachawin, Nok-Utsanee, Tuk-Bongkoch, and Jeed Sangtong.”
Along with this, Levi’s® Thailand also introduces Levi’s® 501® Summer Collection in a range of 9 trendy colors in Original/Classic design and high quality denim, featuring fit that includes clever pattern work while retaining a straighter waistline that sits lower on the hip and moulds to the contours of the body, in reasonable price 2,090 – 2,990 Baht.
Mr. Ponsinh added: “In addition, we are also launching a limited edition Levi’s® 501® Eco Jeans collection, which is special because of its eco-friendly production process and material. Made from 100% organic cotton, the limited edition focuses on the design that delivers great fit and wearing comfort for freedom of movement, especially from hip down to thighs. Creative coloring techniques give the collection an increased visual dimension of light and dark shades. The Eco Jeans carry a white cotton fabric tab with brown and green ‘Levi’s®’ sign-off. Priced at 7,990 Baht, the special edition is available in Thailand exclusively at 20 Original Levi’s® Stores in limited number of 576 pairs only.”
In terms of brand communications, Levi’s® has recently launched an online magazine www.levismagazine.com as a means to get across jeans information and fashion updates to consumers in various formats, including videos and games. Subscription to the online magazine is free and members will be provided with updates about new collections from Levi’s® and activities to be organized for them.
About The Levi’s® Brand
Invented in 1873 by Levi Strauss & Co., Levi’s® Jeans are the original, authentic jeans. The Levi’s® brand offers the widest range of great fitting jeans on the market and are the most widely recognized and often imitated products in the history of apparel. Levi’s® Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world and continue to do so today through more than 150 years of jeanswear innovation.
