Jack WardlawTo celebrate the launch of its Line 8 collection, Levi’s is staging a pop-up store in Shoreditch dedicated to it from January until June this year. Located on Charlotte Road, the pop-up store will house some of the most desirable styles for both men and women for the SS15 season.
The aesthetic of the collection is reflected in the design of the store, through the contemporary, minimalistic and monochromatic colour scheme and arrangement. This cleaner, more modern vision is central in Levi’s desire to push their brand and develop into different markets – in this case the spirit of youth and rebellion has influenced the collection.
Built around the ideas of heritage, functionality and simplicity, the collection comprises various tops and bottoms that feature details and design features that reflect these qualities.
Fans of the line are building quickly, and it has even attracted some high-profile clients with the likes of London Grammar, Jungle, Clean Bandit and Example all being photographed wearing pieces from the collection.
For SS15, Line 8 has paid particular attention to the fabrics, banishes and silhouettes to create their modern look. Standout details include the threads, zips, buttons and tabs that are all black, giving the collection it’s modern, clean look, and the leather detailing that appears on several pieces.
There are reinterpretations of classic Levi’s staples like the Boxy trucker Jacket, as well as new takes on their High and Low Rise Slim Fit jeans, their Low Rise Extreme Skinny Fit and a brand new A-Line Dress that blends edge and femininity.
For men, a Varsity jacket, two pocket shirt and Super Skinny fit jeans are standout pieces, and all the range features rivet-less construction and dyed-to-match stitching to really pair back the look.
Speaking about the pop-up, Vice President of Levi Strauss & Co. North Europe, Richard Hurren, said: “We first launched Line 8 three years ago. In this time it’s built up a strong following, so we’re excited to be dedicating a pop-up store to the line… We love the energy in Shoreditch and its dynamic fashion scene, which is why Charlotte Road felt like the perfect location to house our Line 8 collection.”
Forget fighting your way through the throngs of tourists on Oxford Street, Shoreditch is the retail destination of choice for those looking for unique fashion and with the new Levi’s pop-up store, there’s now one more reason to venture beyond Selfridges and Piccadilly Circus for your shopping trip.