The iconic American jeans brand Levis is celebrating its 150th birthday. They mark the historic event in its history by a collaboration with Italian brand Slam Jam. While Slam Jam might be a lot lesser known and much younger, it has been serving the underground scene since past 30 years. It styled the street kids long before the term streetwear was even invented. So it fits that Levis have selected them as their partner-in-crime for this special collaboration.
We love the fact that instead of a whole collection, they have stick to one pair of jeans and coupled it with a minimalist black tank top.
The jeans along with the campaign follows the Wild-West narrative that has been very influential in molding the contemporary culture. Movies of Leon and Ennio Morricone’s work has also provided key inspiration for the look. The campaing images clearly show the attitude of the wild-west youth and bring back the nostalgia of the times-gone by.
The Jeans is made in Japan proudly using organic cotton. It stands out because of its silver silkscreen, that has been the signature of Slam Jam. The gray tank top has more of a well-worn look and features the Slam Jam logo.
“The ode to an aesthetic subtly stresses the urge for dialogue among cultures as an enriching practice.” Says the Slam Jam website.
It sends the perfect message of peace, unity and understanding between various groups. And fractions of our everyday societies that are more connected than ever before. Yet struggle to harmonize among themselves.
Fashion in a way can be an ambassador for a positive change. Levis Jeans may originate from the US but they have a far stretching reach over the last century and a half. They are worn and love the youth from around the world. And thus bring us together in a unique way as we appreciate the art and craft of something that is part of our daily lives.
The Jeans and the tank top are available at levis.com and Slam Jam along with selected European retailers.
Let us know what do you think of the jeans and the campaign.
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