A new designer will unveil her first — and likely last — pair of Levi’s jeans tonight at the company’s recently opened store on 14th Street in Manhattan.
Victoria Lynford, an office manager at the Brooklyn Academy of Music, placed the winning bid on the Levi’s Designer for a Day prize during an auction at the Hetrick-Martin Institute’s Emery Awards last December. HMI provides a range of programs and assistance to people between the ages of 12 and 21 who are lesbian, gay, bisexual and transgender. Levi’s has been involved with the organization for five years. Robert Hanson, the new president of the company’s North American region, is a member of HMI’s board.
Lynford bid more than $17,000 for the chance to work with Levi’s and develop her own style.
“We gave her homework,” said Amy Jasmer, director of Levi’s brand presence. “We told her to go out and see the denim trends, and then go to one of our stores and see what we do.”
Jasmer said Lynford was well prepared when she flew to San Francisco to meet with Levi’s global creative director Caroline Calvin. While there, Lynford also toured the Levi’s flagship, viewed the Levi’s archives and worked with a design team to help execute her ideas.
“She knew the jean style of our existing jean and knew what she wanted to do with it,” Jasmer said.
The result is the Cadence — gray, boot-cut jeans with an altered back-pocket styling and vintage details. Only 50 pairs, each retailing for $85, will be sold in Levi’s stores in New York. All proceeds from the Cadence will go to HMI.
The Cadence will be unveiled as part of a private event held in conjunction with Out magazine. Levi’s will also donate $1 to HMI for every $1 spent at the store during the two-hour event.
This story first appeared in the October 19, 2006 issue of WWD. Subscribe Today.