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The limited edition capsule collection that Billy Reid designed with Levi’s combines Southern-flavored tailoring and rugged workwear, and will bear the label Levi’s Workwear by Billy Reid.

This story first appeared in the August 19, 2010 issue of WWD. Subscribe Today.

The collaboration was part of Reid’s prize package from the “Best New Menswear Designers in America,” awarded by GQ and the CFDA. The line, handcrafted in the U.S., will launch in September at 14 Bloomingdale’s stores, including the New York flagship, as well as five Billy Reid stores, and Bloomingdale’s flagship and Reid’s Manhattan boutique will both hold launch celebrations on Fashion’s Night Out, Sept. 10.

“Our idea was to focus on the workwear and outdoor categories from the early days of the Levi’s brand,” said Reid. “We were able to work with some incredible people in the Levi’s archives and found an old work apron from the turn of the century, complete with all its natural wear, tear and stains….The apron became a true muse, and its influence is present in each piece of the collection.” For example, a tote bag was developed by folding the apron into a bag shape.

Among the 10 styles in the range are cotton jersey, crewneck pieces with a “Calabama” graphic, a melding of Levi’s California headquarters and Alabama, where Reid lives. Prices range from $45 for the Calabama T-shirt to $295 for a heavy twill hunting coat with detachable apron.

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