The Duke Spirit Rocks it Out at Levi’s Spring 2011 Preview Party
Levi Strauss & Co hosted a fantastic party in Soho with a musical performance from The Duke Spirit (British rockers), to unveil the Spring 2011 collections for both Men and Women. Held at the breathtakingly beautiful temporary pop-up space for the Levi’s Photography Workshop, guests partied as they glimpsed the new collections; as well as re-see some old favorites.
The Spring 2011 collection from the iconic denim brand introduced the company’s new “Water<Less” collection of jeans. “What’s different about the Water<Less collection is that we’re still using the same materials and techniques to create finishes for our jeans but we’ve substantially reduced water’s role in the equation,” said Carl Chiara, Director of Brand Concepts and Special Projects of the Levi’s® brand. “Sometimes, the way to achieve a more sustainable design is to rethink a traditional process and find a way to do it better.” These denim jeans look and feel like the denim people have come to expect from Levi’s but much more earth friendly.
For Spring 2011 Levi’s did not miss a beat. Expect pieces from the collection to include many of the season’s top trends. We loved the high-waisted pant with the loose and flowing shape,
as well as the t-shirt feeling bottom-down denim shirt, and of course the denim jackets.
Take a look at pictures from the evening.