levi’s reupdates their iconic denims from the 90s for ss19

by Haida YusofMarch 3, 2019

Twenty years ago, Levi’s® introduced Levi’s® Engineered Jeans™, an innovative approach to denim that used twisted side seams and a darted yoke to create a more ergonomic fit. The idea was that, by taking a forward-thinking approach to design, both comfort and freedom of movement could be maximized. When they launched in 1999, Levi’s® Engineered Jeans™ were a massive success -popular not only for the way they fit, but also for their progressive style – and they’ve been something of a legend for Levi’s® ever since.

Image result for takuya kimura levis engineered jeans 1999 Then and now: Kimura lents his iconic mug once more for the Levi’s Engineered Jeans campaign SS19

To celebrate the 20th anniversary of these iconic jeans, Levi’s® Engineered Jeans™ comes back with a special edition re-issue for Spring/Summer 2019 with a modern twist. The campaign, entitled “Free to Move”, features Japan’s most transcendent icon, Takuya Kimura who was the original Levi’s® Engineered Jeans ambassador in 1999. Fast forward twenty years later, Chinese musician, Leah Dou, joins Takuya as the icon for Generation II, to introduce these iconic jeans to a whole new generation. Known for their confidence and bold sense of personal style, Takuya and Leah starred in the 20th anniversary commercial, dressed in the perfect canvas to express their most authentic selves.


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