Tue, Oct 19, 2010
Based in Amsterdam, Leviâ€™s XX is the relatively new premium clothing label of iconic denim brand Leviâ€™s. Sportswear International talked to Maurizio Donadi, head of the Leviâ€™s XX division, about how Leviâ€™s Vintage Clothing is becoming more and more global and about Leviâ€™s XX new sub-division Made & Crafted.
Please tell us the difference between LVC and Made & Crafted.
As a kind of nickname, LVC is workwear and Made & Crafted is church wear. Clean outfits that you wear on a Sunday to be with your family. If LVC is about the rigid and unwashed interpretation of workwear, Made & Crafted is about elegance and innovative casualwear which Leviâ€™s has never done before. The trend was always to look at the history and reproduce and reproduce. Leviâ€™s Made & Crafted has a new twist to it. Itâ€™s almost luxury in the arena of jeanswear.
Can you tell us more about LVC and the new Leviâ€™s XX division?
Although LVC was born in 1999 it was never global. It was a much smaller selection of products and was distributed in different ways in Europe, Japan or the US. There was no consistency. There was a desire for that kind of product but it was never fully developed. So in 2009 Leviâ€™s decided to open a new division called XX which is nothing more than a unit that takes care of and develops the top of the pyramid of Levis brands: LVC and Made & Crafted. They are now both developed globally. Itâ€™s one range for the entire world â€“ one voice, one language, one religion. Our design team is made up of scientists not fashion designers. We look at fabrics and washes with a microscope. Half of this store represents the biggest selection of made in the U.S. products anywhere in the world. 90% of what we make is made in LA.
Read the full interview at sportswearnet.com.
Thanks to DENIMANIAC for the source