Levi's introduces the RED collection after a seven year dormancy -- Levi's Japan surprises fans by launching a capsule for the Spring/Summer 2021 season. The pieces are modeled by Japanese pop group, Perfume. The RED line was originally launched in 1999 and understood at as a premium selection.
There are original pieces such as the twisted jacket and denim jeans complete with shifted seams. This time, the capsule references the archival RED capsule from 2003. This includes a series of workwear selections and avant-garde shapes. Notably, the brand focuses on sustainable textiles including manmade tencel and cottonized hemp. The use of these lighten carbon footprints and have a light weighted feel to deliver some breathability.
Image Credit: Levi's
What Makes This Trend Stand Out
- Sustainable Fashion
- The RED collection is using sustainable textiles like tencel and cottonized hemp to reduce carbon footprint and provide breathable clothing.
- Retro Fashion
- The RED collection references the archival 2003 capsule and brings back a nostalgic sense of style.
- Premium Selection
- The RED collection was originally launched as a premium selection and could potentially appeal to consumers willing to spend more on high-end fashion.
Sectors Adopting This
- Fashion
- The fashion industry can incorporate the use of sustainable textiles in their collections to improve their environmental impact.
- Retail
- Retailers can invest in premium selections to attract consumers looking for high-end fashion.
- Marketing and Advertising
- Marketers and advertisers can capitalize on the nostalgia trend to create campaigns that appeal to consumers looking for a sense of nostalgia in their fashion choices.
