Denim Appeal

-A +A

Levis_FD_Liveit_30June15_theedgemarkets

Denim fans have something to celebrate about with the opening of Levi’s premium concept store in Suria KLCC. Launched earlier this month, the new store has an effortless and timeless American appeal with a strong focus on uncomplicated, individual style. With its rich heritage and unrivalled craftsmanship, the new Levi’s store is the brand’s ode to its iconic pieces for both men and women.

Spanning 2,251 sq ft, the new concept store is significantly larger than the original store. The concept store epitomises the brand’s classic American style and vibe with its industrial-inspired design, where customers are greeted with visually charming interior that exudes a casual elegance. With design features such as modern steel and pinewood throughout the store, customers will definitely feel at ease shopping for denim.

The store is designed with bright fitting rooms that are spacious for shoppers, while still remain intimate enough for a fuss-free experience when trying on clothing. “We hope that with this premium concept store, we will inspire more individuals to develop their personal style right here in the fashion capital of Kuala Lumpur,” said Anitha Narayanan, country manager of Levi Strauss Malaysia.

The concept store is the first of its kind in Southeast Asia, with a premium service available for every customer. Fans of the brand are in for a treat as the store has introduced the Levi’s Tailor Shop, which allows customers to customise their denim to their own specifications. This customisation service gives customers the perfect excuse to get creative and express their individuality with their jeans.

The special tailor service includes alteration and hemming of denim. Customers have the option of bringing an old pair of jeans to be altered and customised, or buying a new pair and modifying it to their own fancy. With denim being a core part of most people’s daily wardrobe, the choice of having your own special pair of jeans will definitely put a smile on anyone’s face. As part of this momentous occasion, Levi’s head of sales and marketing for Asia, Middle East and Africa, Yosuke Otsubo, and master tailor from Australia, Anthony Scott Wicks were on hand to introduce the special service.

The front of the store has a full range of Levi’s vintage clothing with head to toe pieces. The fall/winter 2015 collection of Levi’s clothing will be on full display at the store for customers to see. In line with the store’s launch, a fashion showcase took place at Suria KLCC’s concourse to debut the collection. The collection pays tribute to Levi’s partnership with Cone Denim, which is responsible for producing quality denim for the past century. The historic partnership has led to the brand setting a global standard for quality denim and an appreciation for finely-crafted fabrics and materials.

As part of the vintage clothing collection, the Levi’s 501 jeans, which is known as the world’s first straight leg blue jeans, is featured exclusively in the store. The iconic jeans get a customised update with the introduction of the new 501 CT (Customised & Tapered) jeans. This season’s 501 CT jeans are inspired by the Californian lifestyle, and are available in a range of authentic denim washes. It is only fitting as the Levi’s headquarters is based in San Francisco and represents the past, present and future of the brand. Seen as a platform for self-expression thanks to its universal appeal, the jeans are now available in an extensive range of sizes, colours and finishes. Located in the heart of the store, the 501 jeans are part of the store’s “denim vault” with its varying styles and fits, allowing customers to choose a pair of their choice.

As a brand name already synonymous with classic denim, Levi’s future looks to be a bright and exciting one, due to its ability to innovate and capture the imaginations of its customers time and time again.

Levis_Tailor_FD_Liveit_30June15_theedgemarkets


The Levi’s Brand Concept Store is located at Lot 308H-1, Level 3, Suria KLCC.
This article first appeared in The Edge Financial Daily, on June 30, 2015.