The first denim jeans I’ve bought for myself when I was a teenager is non other than Levi’s. I was stoked to receive an invitation to attend Levi’s® WE ARE ORIGINAL campaign party. It was truly a star studded epic celebration at the Levi’s® WE ARE ORIGINAL party which honours originality and authenticity in MTV fashion style. The event kick start exactly at 5.01pm and starts with a myriad of activities curated by local personalities such as live mural paintings by graffiti artist, Cloakwork and art house, Minut Init, mini Tailor Shop for customization services as well as a preview of Live In Levi’s® film featuring JC Chee and Liyana Fizi.
Yes, the mini Tailor Shop was available and I quickly customised my Levi’s tote on the spot.
Got to say Levi’s sure knows how to surprise the guests. We were watching a live video feed of local celebrity Aaron Chan, Zaim and Shidi cycling around town to arrive at the event venue wearing the comfy Levi’s® COMMUTER series.
Next to come on stage was Ms. Jennifer Wong, Marketing Manager of Levi’s Strauss Malaysia who gave us a quick introduction and speech on Levi’s® WE ARE ORIGINAL campaign.
After her speech, we were treated to an energetic dance performance :
Next was the much-anticipated performance by soul songstress, Najwa Mahiaddin and rapper SonaOne where they both serenaded guests with respective hit songs.
A fashion performance follows suit, highlighting four new and exciting ranges from Levi’s® Brand, which are steeped in functionality and comfort:
The Levi’s® COMMUTER series is back with more technical features and innovations. Each detail in the collection is designed to keep urban cyclists comfortable, safe and dry during a ride. Details exclusive to COMMUTER include reflective heat transfer and U-Lock holder, accent colors in Black, Grey/Reflective and Copper, labels, rivets, buttons, reflective tape and thread as well as higher back-rise for increased coverage when riding. The new Trucker jacket features Cordura Warp endurance fabric, water repellency and four-way stretch denim and non-denim material, in addition to 3M reflective on back adjustment tabs for visibility, concealed hood in collar and secured pockets.
COMMUTER Perfect Tees (cyclist-friendly version of the brand’s mainline Perfect Tees) are now infused with Thermoregulating CoolMax® base layers to keep wearers dry, cool and better hydrated. Levi’s® Brand also collaborated with Kyler Martz, a Seattle-based graphic designer and tattoo artist in designing graphics for the tees, exploring themes of the outdoors and natural elements, translating his typical American Traditional tattoo flash style into a more modern design aesthetic. Commuter tops retail from RM99 ; Commuter bottoms retail from RM329.
This range of jeans is designed with strength and stability in mind. With the blend of cotton, polyester and Elastane, the soft material prevents static and pilling while imparting stretch-ability that are great in delivering the necessary comfort-stretch efficiency. Holding up better in repeated washing due to its shape retention benefits, these jeans prevent knee blowouts, improves color luster and stay new for a longer period of time. Perfect for those who are constantly in motion. Retails from RM239.
Levi’s® Brand is expanding the COOL collection, an innovative denim collection specifically constructed to combat sweltering hot weather – breathable fabric wicks away moisture, enables proper body ventilation and help adjust the body’s temperature. Twice as soft as cotton, the new collection incorporates MODAL® FIBER by Lenzing, which provides unparalleled softness (in a completely natural way) to your denims, making it lightweight with a smoother hand feel.
This season offers smartly rendered classics, sophisticated styles and fits, in fresh washes that are perfectly on trend. Fits for men include the 511™ Slim Cool and 505 Regular Cool. For women, Boyfriend Cool and 711 Skinny Cool bring together effortless looks with added benefit of Stretch Technology to allow better motion flexibility. With COOL, everyone, everywhere has the opportunity to wear denim and non-denim styles all year round, regardless of the temperature. Retails from RM279.
Designed to smooth and enhance, the Lot 300 series continues to be the ultimate shaping jean that help slim the tummy, lift the seat and lengthen the legs! The combination of high recovery fabrics and advanced tummy-slimming technology holds comfortably, in all the right places. These mid-rise jeans are available in two premium fabrics:
- Orta Super Stretch Bi-Stretch
This fabric stretches in the warp and weft, allowing maximum movement, comfort and recovery while the bi-stretch fabric offers support and lift, which smoothens and shapes the body further
- Twin Dragon
A never-fade black made with synthetic fibers, the black can last 20 washes without fading. Super soft on the hands, this fabric uses a patent pending eco-friendly technology and is environmentally friendly. Retailing from RM199, the jeans are available in coffee-tints, blue-blacks and authentic-inspired finishes.
The evening ends on a high note with eclectic beats from DJ duo, BATE.
I spotted many local personalities from various fields, denim heads as well as Levi’s® Malaysia staff- from legendary rock star Amy Search; Asia’s Next Top Model Season 2 winner, Sheena Liam; top male singer Noh Salleh of HUJAN; national gymnast, Farah Ann; top blogger, Jane Chuck; acoustic princess Liyana Fizi to dynamic duo, Jin Lim and Reuben Kang of JinnyBoy TV; renowned photographer, Chuan Looi; budding actor JC Chee; designer, Hatta Dolmat; and jazz songstress, Poova at the party.
The celebration of Levi’s® We Are Original has brought together a community of diverse individuals who live in the moment, constantly inspiring others to be true to themselves and sharing what it means to wear denim that is uniquely theirs.