Levi’s
AN ICON REINVENTED. As the biggest and most recognisable denim brand in the world, shoes are not the first thing you think of when you think of Levi’s®. The Levi’s® brand, wanted a more authentic and unique representation of their brand DNA in their footwear. An iconic style that would re-set the direction and open the door to a more elevated level of retail and a more discerning consumer.
The LS-1
When we set about imagining the LS-1, it was the authenticity of a pair of Levi’s® that we wanted to capture, taking inspiration from the iconography that makes Levi’s® the quintessential denim brand. We worked with the brand’s creative director to define the brand values and to distill them into a modern, and authentically cool sneaker.
Authentic Details
Simplicity and that little red tag, is key to the Levis brand. With the LS-1, we wanted each element of the design to speak to the DNA of the Levi’s® brand.
The LS-1 draws on Levi’s® heritage to create something, both contemporary and classic.
Sustainability
Sustainability is an increasingly important part of Levis®. Key elements of the LS-1, include cottonized hemp, developed by, and sourced from, Levis denim department, sustainably tanned leather and recycled polyester. Longevity, durability and comfort are equally important…
The Results
The LS-1 launched into a series of elevated accounts not previously open to the brand’s footwear offer. Exceeding sales expectations for its first season.
“We initially engaged RAYY to work on a new premium sneaker project with the intent to re-set our sneaker category, open doors in more elevated retail accounts, and attract new customers.
Rachel and her team worked closely with me and the Levi’s® Chief Product Officer on several rounds of designs. The result was the LS-1, which is a premium sneaker that authentically represents the Levi’s® brand. Following this project, we’ve continued to work with RAYY on our Footwear collection as we find that RAYY brings a wealth of creativity, technical expertise, production understanding, and a general broad knowledge of the Footwear industry that has been invaluable to us”
Nada Grkinich
Global Senior Director: Levi’s® Footwear and Accessories
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