LOS ANGELES — Levi Strauss & Co. is revving up its e-commerce vehicle with a new site devoted to its contemporary Levi’s Made & Crafted brand.
Launching Tuesday, the Made & Crafted site is the first premium brand that the San Francisco-based company is adding to its flagship levi.com in the U.S., which already offers product for men, women and kids and a shop dedicated to its classic 501 style. Next on the slate is an online store for heritage-inspired Levi’s Vintage Clothing.
“We did a lot of work in the last year-and-half to elevate levi.com,” said Jennifer Sey, Levi’s chief marketing officer, who previously led the e-commerce business for the namesake brand and Dockers. “E-commerce is important to everyone right now. It’s the fastest-growing channel segment. It’s an absolute priority for us.”
For Made & Crafted, founded five years ago and designed in Amsterdam, the top three tenets in e-commerce are “convenience, uniqueness and exclusivity,” according to Sey. Retailing for four times more than the main brand, Made & Crafted has been available on the online stores run by 150 retail customers, including Barneys New York and Anthropologie. The new site is intended to give a boost to the main brand.
“It elevates what the brand is known for: style and craftsmanship,” she said. “It’s a halo effect, which is another reason why it’s important to have it on levi.com.”
Made & Crafted aims to strike a balance between the information and convenience expected of online retail and the sleek styling in the contemporary market where Made & Crafted sits. On the denim fit guide, for instance, the Marker jeans, one of six women’s styles organized under skinny, slim or boyfriend, are photographed from the front, side and back against an azure background. The model dons an orange arm cuff and color-blocked pumps with the patched, distressed jeans. The main design details (boyfriend fit, mid rise, tapered leg) are listed along with a rollover link suggesting a tank top and shirt to pair with the jeans. Shoppers also will receive a print copy of an arty spring look book that Levi’s created with Wax magazine.
“It all needs to facilitate product understanding and, ultimately, purchase,” Sey said.
While Sey declined to give a specific figure for the sales generated through the e-commerce site, she said it should be “a significant portion.” Made & Crafted also will be added to the European levi.com site on Tuesday.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye