Levi’s Skateboarding 2014 Spring Collection
Levi’s recently hosted a gathering of friends and skateboarding media types at Brandon Biebel’s private skatepark in North Hollywood to reveal and launch their Spring 2014 line of Levis Skateboarding apparel. In the mix to view this second offering from Levi’s Skateboarding were skaters and reps from Thrasher, TWS, The Skateboard Mag, LowCard, King Shit, The Berrics and more.
Catered Mexican food and adult beverages from Saint Archer welcomed a storied cast of characters upon arrival as Tommy Guerrero took soulful control of the ones and twos with a selection of classic hits.
Designers Nick Rendic and Adam Binette kicked it off and went through the details with the skateboarding-specific line of denim, work pants and tops. Their design goal is to simplify without adding any bells and whistles of fashion based finishes – no waxed or distressed crap – while adhering to the tough and functional aesthetic that Levis was founded upon over a century ago.
And as we all know, skateboarding is tough on your body, your shoes and your clothing. To avoid blow out scenarios, the selected fabrics for this collection are durable, all stitching is top notch, and all belt loops are reinforced. Most impressive for me was the solution to the ever-problematic “loose change” pocket that plagues all Chino pants. For those of you that wear ‘em, you’ve been through this experience and have found yourselves picking up coins repeatedly after simply sitting down. Well, Levi’s Work Pant solves this issue with its redesigned pocket. Smart and functional design paired with clever solutions always wins me over.
Head on over to the Levi’s Skateboarding site for an in-depth look at the apparel line with available sizes, tech specs and more.
Levi’s Skateboarding Global Brand Manager Erik Wolsky stepped up next; he discussed the marketing and sales initiatives with the category. He mentioned that Levis Skateboarding goods are only to be sold through skateshops and distributors and not mall chains or big box retailers. In truth, Levi’s has been successful enough through the years and isn’t necessarily reliant upon the added sales volume. Good to hear for sure.
When asked about a forthcoming roster of team riders, Erik cited they’ve opted to build skateparks with their engagement with skateboarding rather than to sponsor individuals. The feel that their financial commitment to seed skateboarding in less fortunate countries and deprived domestic areas would prove to have a positive effect upon current and future skateboarders this way.
Levi’s worked with Holy Stoked and supported the build for the first free public skatepark in Bangalore, India in 2013. Again with Levi’s involvement, an international crew of skaters and builders has their sights set for a skatepark project in Bolivia this April. Stay tuned.
It’s a delicate dance whenever a large corporation such as Levi’s enters the skateboard market. A bit of skepticism prevails – and with good reason, skateboarders ask themselves whether or not to support the effort and products aimed at what we do in our daily lives. Do we buy in?
But given this brand’s storied history and its recent endeavors to give back to skateboarding and support its growth and future, we gladly welcome Levi’s Skateboarding and look forward to their products in the years to come.
You can’t hate on functional design, reciprocal involvement and a sales initiative to support and help keep the self-governed skate shops in business. We’re backing it.