Levi's on Display
With New York Fashion Week creeping closer, Bryant Park isn't the only Gotham locale getting a facelift for the nine-day designer showcase.
Selvedge, the Levi Strauss & Co.-owned store in Manhattan's NoLIta neighborhood, next week plans to unveil a window display designed by the Dutch firm Droog Design.
The boutique, part of Levi's efforts to build underground buzz for its brand, opened its doors in October with virtually no publicity. The 750-square-foot shop, which carries only the Levi's Red and Levi's Vintage clothing lines and has no Levi's signs on its outside, is part of a global network of Levi's "icon" stores which carry only premium Levi's products. Selvedge, the only Icon shop in the U.S., features an eclectic decor, including 1940s sonar equipment and a 1950s 8mm film projector that plays vintage movies on one of the store's walls.
Over the past year, the company has quietly unveiled a handful of other icon shops around the world, including Cinch in London, Nim in Paris, Buttenheim in Berlin, B-Fly in Milan and, early this year, Zinc in Barcelona.
Levi's officials said the new window display would be in keeping with Selvedge's non-traditional product presentation and decor.
A layer of transparent film -- half red, half green -- is to be affixed to the window of the store. A logo with an "A," signifying anarchy, is printed on the 3-D film. Merchandise from the Levi's Red and Levi's Vintage Clothing spring collections will be hung from the ceiling directly behind the film. Behind the clothing will be a three-dimensional photo -- viewed properly only through the red and green film -- featuring two contrasting images: disciplined soldiers and unruly concert-goers.
The contrasting images speak to the theme of the Levi's Red spring collection, "Chaos/Order," said Megan Shenon, Levi's Red and Levi's Vintage Clothing senior merchandiser.
Shenon said the display will remain at Selvedge for about two weeks, before heading to San Francisco, where it will be installed at the Stockton Street location of jeans specialty store Rolo.
"The challenge was what can we do to showcase this product in a really innovative way that answers the Levi's Red mission," she said. "The whole mission of Levi's Red is to pioneer new icons for our brand, to experiment, to push the envelope."
Shenon added that the company's objective is to portray a fashion-forward image to its customers.
"The goal really isn't about increasing sales, although that's an added bonus," she said. "The goal is to look at fashion in a whole different way."
The alliance between Droog and Levi's Red began last year when a similar window display was shown at Colette in Paris and Jones in London. Like in New York, the unveiling of the window displays at the two stores coincided with fall fashion weeks in those cities.
Droog Design's other projects include the recently opened Mandarina Duck shop in Paris and The New York Times' millennium capsule.
A "Chaos/Order"-themed window display will also be installed at Collette and Jones later this year during fashion week there.

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