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Levi's Takes Cues from 1940s Surf Culture for Spring/Summer 2018

 - Apr 13, 2018
References: levi & highsnobiety
From iconic denim and breezy linen pant silhouettes to playfully printed Hawaiian shirts and other colorful top options, the Levi's Spring/Summer 2018 campaign focuses on West Coast fashion circa 1940. The photoshoot is heavily vintage, not only in execution but also in its theme. The grainy images reveal the spirit of California with massive beaten-up surfboards and a Coca-Cola shout out.

The Levi's Spring/Summer 2018 editorial truly has all the necessary components for re-imagining what youth surf culture was like in the 1940s and how it influenced the development of West Coast fashion today. From striped shorts to 1920s Balloon jeans, one of the most spectacular pieces in the Spring/Summer 2018 capsule is definitely an "ultra-wide reproduction of original Levi's jeans," that can be traced back to the early 20th century.