Levi’s Cowboys on the Champs-Elysées

Posted: June 24, 2012 by jerkmag in TRIM -- style
Tags: , ,

Ellie Saab, Fendi, Givenchy, Lacoste and Louis Vuitton couldn’t seem more luxurious—but on Avenue des Champs-Elysées, they are.  One of the most famous and expensive strips of real estate this street in Paris is known for its beauty, shopping and luxe cafes.  Champs-Elysées means Elysian Fields, which in Greek mythology is the blessed resting place of the dead.  Rather fitting considering on this street I would be in heaven while my bank account slowly dies on the sidewalk outside.

Levi’s has opened their new store on the Champs-Elysées and the brand is celebrating by launching a new series of collaborations between designers from the two nations.  After all 156 years ago Levi Strauss and Jacob Davis transformed Serge de Nimes, a fabric worn by French sailors, into the beloved rugged all-American denim jeans.

Collaboration is at the heart of the brand, and first up to the challenge is Parisian Pedro Winter and New York’s James Murphy.  They have teamed up to create a unisex clothing collection that features a DFA T-shirt with King Kong hanging off the Eiffel Tower exclusively at the new store in Paris.  Levi’s new store will also stock vintage collections and offer tailor shop services.

-Sara Freund

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