Date post: | 18-Aug-2015 |
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Distressed Denim: Levi’s Tries to Adapt to the Yoga Pants EraLevi Strauss may have invented jeans, but it never saw yoga pants coming. Inside the effort to win back the hearts, and butts, of shoppers
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Sights is Levi Strauss’s senior director for technical innovation,
and the Telegraph Hill space is the company’s research and
development lab. There, Levi’s is overhauling its namesake brand’s
entire women’s line.
His new technique, inspired by the makeup industry, is called contouring.
What is it?• Use lasers to etch away the top layer of indigo• Highlighting the center of the leg so the inner
and outer thighs appear to recede into the background, helping the leg look slimmer.
• Whisker patterns on the thighs are applied to draw the eye away from the edge of the hips
• Chevrons run along the legs to give an elongated impression
Left: Designers borrowed the cosmetics concept of “contouring” to make legs look skinnier.
Right: Sights’s desk at the San Francisco lab—and his indigo-stained fingernails.
Two decades ago, Levi’s was bigger than Nike, with revenue exceeding $7 billion. Sales have since sagged
to $4.8 billion
Levi’s finally introduced the new women’s line earlier this
month, at an event in Manhattan’s clubby Meatpacking
District
Follow along to learn more about Levi’s new business moves:
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