 Levi’s® is the original and definitive American Denim brand, born in California. This season’s Underwear, Socks and Swimwear collection is inspired by the Sunshine State, the place where nothing is impossible and
dreams can come true, this season Levi’s® celebrates California Dreaming.
This season Levis® have taken their free spirited inspiration from the coast of California. The theme of ‘California Dreaming’ continues to encapsulate the idol-essence of the brand, where individuals, leading similar cultural upheavals bound by common goals, pride, enthusiasm and individuality, head to the west, to the state that provides sun, sea and sand and all night parties!
First trade preview of the SS’11 Underwear, Socks and Swimwear collection was seen at the ‘Bread and Butter’ tradeshow in Berlin (July 7th – 9th 2010) an innovative trade fair event for the progressive, contemporary clothing culture. The collection reaches a laid-back summer feeling with Spring/Summer welcoming the arrival of fresh, hazy day palettes inspired by the beach setting. An array of sun set shapes and teal blue serene seas, set against neutral backdrops sets this season mood for Underwear/Socks/Swimwear.
Men’s Fashion Underwear
The beach bleach generation carries through Levi's® denim and into Men’s Underwear for Spring/Summer 11, a collection of muted pastel palettes represented in the laid back sun kissed marls. In contrast vibrant tones and pop colours enthuse the summer holiday period. Colour palettes are key with highlights of collegiate graphics and fonts. Key shapes include push-up trunk along with keyhole trunk and briefs.
Women’s Fashion Underwear
‘Women’s’ fashion forward designs highlight this seasons key trends for Spring/Summer. Camisoles in powder blue and white paisleys are styled with delicate washed indigo trims. Polka dots add an element of fun to the simplicity of a chalk and navy tank top and brief shape, heart shaped pocket details add a feminine touch. A key highlight for this season is the ‘Siesta Key’ Camisole and brief, the collegic shapes are highlighted against subtle charcoal grey backdrop with Levi's® red trim.
Men’s Swimwear
Spring/Summer offers an array of Swimwear in shapes for all (swim brief/swim short/long leg swim short) The palette of the Summer is reflected within Swimwear, Sundown red, pop orange, teal, bright blue golden yellow captures the energetic mood of the season. Key details include contrast stitching, eyelets with Levi's® branded draw cord and Levi's® rubber badging.
Men’s / Women’s Socks
Bright stripes stimulate this season 3 pack socks for Men. A key highlight for Spring/Summer is the all over spot sock/trunk gift set in black and grey. Women’s socks take a more muted approach with tones of sky blue, light coral, cherry shake and blue spray to set the summer scene.
Powerplay Textiles Ltd, UK based licensor exclusive for Levi's® Underwear, Socks and Swimwear across Europe. Powerplay Textiles is a global leader in the importing and distribution to an extensive network of European retail channels, specialising in branded & character Underwear, Socks, Swimwear & Loungewear
Key Contact
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