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Jean Pool: Levi’s Fall 2010 Preview

The Levi’s design team flew in earlier this month from San Francisco to hold a preview of its fall collections in New York.

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The Levi’s design team flew in earlier this month from San Francisco to hold a preview of its fall collections in New York. Hosting the event — which included a performance by the British band One Eskimo — were designers Carl Chiara and Janine Chilton-Faust and brand creative director Len Peltier.

This story first appeared in the April 15, 2010 issue of WWD.  Subscribe Today.

The men’s lines on display were the first under the complete direction of Erik Joule, senior vice president of design and merchandising for Levi’s men’s and boys for the Americas. He joined the company last year from Quiksilver.

This season, the classic 505 straight-leg jean, one of the most popular Levi’s styles, was given a makeover. The zipper-fly jean was resized, referencing a Sixties-era fit block with a slimmer fit and slightly dropped waist.

Also slimmer for fall was the Levi’s Original Trucker Jean Jacket, first introduced in the 1870s. The new design is offered in a range of fabrics, including raw selvedge, weathered corduroy in washed-out reds or browns, and cotton canvas with a brushed flannel lining. The jacket retails for between $79.50 and $98.

Colored corduroy was another key direction for fall, with offerings in the 514 Slim Straight and 511 Skinny in hues like red, teal, pine green, gray, white and overdyed black.

In the workwear component of the line, Levi’s brought back the historic 201 jean, a pre-World War II style. The workwear jean features reinforced stitching, a functional back cinch and suspender buttons, retailing for $79 to $98, depending on fabric.

In the women’s Levi’s collections for fall, skinny and “boyfriend” styles were the focus, in new washes including acid-bleached, paint-splattered and destroyed and repaired looks. New design details included pounded-metal hardware, grommets and decorative arcuate stitching on rear pockets. Models also donned the Levi’s 535 Legging, which was updated with a longer inseam for year-round wear.

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