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.
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
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye