Summer wear is all about cotton sundresses and nifty shorts-and-tank-top pairings—perfect for the season’s scorching heat. But don’t put your denims in storage just yet. This summer, Levi’s is launching COOLMAX, an innovative collection specially designed to help you withstand sweltering hot weather, all year-round.
Levi’s cutting-edge COOLMAX collection is part of the brand’s “Keep Cool” campaign, which is out to prove that denim is never too hot nor too heavy to wear even during the warmer months.
Kaths Laudit, Levi’s Philippines marketing head, affirms this, explaining that “the main idea of this campaign is to allow Levi’s lovers to wear their favorite denim apparel whatever the temperature is outside.” Read more about Levi’s launches COOLMAX …
Check out the latest collection of Levi’s as the brand celebrates its 140 years in the fashion industry.
The Birth of an American Icon
When Levi Strausspartnered with tailor Jacob Davisin 1873 on a patent for riveted pockets on work pants for Western pioneers, they couldn’t have dreamed of its impact on modern culture. The Levi’s® 501® button fly jean – the original and first ever blue jean – was born on May 20, 1873. And 140 years later, it is more popular and even more relevant to global culture and style than ever before.
Deemed Time Magazine’s “Fashion Item of the 20th Century” –the original Levi’s® 501®button fly jeanis an American icon that has been woven and stitched deeply into our world’s cultural heritage. From presidents to movie stars, musicians to fashion icons, and entrepreneurs to athletes, the cultural significance of Levi’s® 501® jeans has been defined by the people who wear them. No other product has been worn, loved or re-imagined quite like Levi’s® 501® jeans. A symbol of individuality and universality – the 501® jean is the ultimate expression of personal style – worn by the pioneers who shape our world, generation after generation. Read more about The LEVI’S 501 in Color …