What inspired Levi’s to launch a new Tab, and why was now the right time to do it? What has been the motivation behind the new focus on non-denim styles and apparel?
San Francisco is our birthplace and we have a long history here. We’ve always celebrated our California heritage and history of denim, but we’re also celebrating our lifestyle offering which includes tops and non-denim. It is our first new tab in nearly a decade and Levi’s Gold Tab is the perfect complement to our Red Tab assortment – fun and cosy iterations of your favourite sweats, tanks, hoodies, tees, and basics that are vintage-inspired.
Levi’s is so well known and loved for denim. How do you expect loyal fans of the brand to respond to Gold Tab and the new direction of the brand?
We’re confident our customers will love our new Levi’s Gold Tab collection as much as we do. We’re a lifestyle brand and aim to be the ultimate go-to for everything that you want and need, from tops to bottoms, denim to non-denim and everything in between. We’re really excited to launch this new category know from our research that our customers are ready to see us expand in new directions.
Vintage fashion has never been so popular. Can you tell us a bit about how vintage clothing has inspired Gold Tab?
People are loving vintage styles right now. Bold colours, collegiate and anorak jackets are all making a comeback and we are excited to see the cycle of fashion continue. We are thankful that we have rich archives and are able to use our archives and get inspiration from the Levi’s styles of the past. The Levi’s Gold Tab collection is inspired by the 70s’/80s’ with a Northern California, outdoorsy vibe.
The great outdoors has inspired the collection too. How is this inspiration brought to life through the collection?
Northern California was the inspiration behind the Gold Tab collection. California has so much more to offer than just beaches and sunshine – mountains & giant redwoods included – we really wanted to highlight the best of the outdoors through our newest tab at Levi’s. Just miles away from where the first pair of Levi’s were ever made, is beautiful nature including Big Sur, Eureka and Point Reyes, all of which are seen in graphics of the collection.
How do you envision the Gold Tab collection being styled and worn?
The great thing about this collection is that it is so versatile. Because these clothes are an ode to both nature and vintage clothing, we feel that the pieces can really be worn by anyone, anywhere. From hiking and enjoying nature to living in an urban metropolis, we think our consumers will love the bold styles and the comfort of the collection.
Is there a person the Gold Tab will resonate with the most?
Truly anyone can wear and love the collection. The collection consists of amazing basics and layering pieces, with bold colours and next-level comfort that everyone can wear and love.
This launch of Gold Tab appears to mark the start of a new chapter for Levi’s. Tell us more about this.
The launch of Gold Tab signifies Levi’s expansion beyond denim. Its critical that we continue to deliver iconic and trend-right denim styles, but we also know our consumers want looks that go beyond denim. We want to be sure we can deliver the right product for the right consumer at the right time and confident Levi’s Gold Tab will be a new collection that fits beautifully into their wardrobe, next to their 501s!
What can you share with us about the future direction of the brand?
The expansion of a new Gold Tab signifies brand growth. We are obsessed with ensuring our consumer has amazing products that fit all their needs. You can expect to see expansions into tops, athleisure & other non-denim collections. But as we grow and expand, its important that we honour our history and don’t stray from our brand DNA – ensuring quality & craftsmanship in all we do.
Levi’s is one of the most recognisable fashion brands in the world. How do you think the Gold Tab collection will continue to evolve the Levi’s story?
Levi’s has come a long way since the 501 was created in 1873. The brand has a loyal following because people trust the quality and the consistency of the pieces we produce. Levi’s Gold Tab signifies the brand’s ability to continue to create innovative and current styles while stepping out of the box and pushing boundaries with new categories.
