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Forever denim
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Now you can check out the entire Levi's Strauss Signature range under one roof
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Photo: Murali Kumar K.
LIVING IN THEM The Levi's store has trousers in a variety of styles
Denims, like saris, can never go out of fashion. They are forever trendy and forever in demand. To borrow a line from an ad, you can truly "live in" your jeans. Denim has survived fickle fashion trends by simply adapting to changing styles.
One of the biggest brands in jeans has been Levi's. The iconic brand, which was available at leading stores in the city, has a space of its own in Levi's Strauss Signature Store at Mota Arcade on Brigade Road. It's a sprawling store spread across a 1,600 sq. ft. area and sure knows its clientele.
A.T.P. Ramani, Business head, Levi Strauss (India) Pvt. Ltd. says: "Today, college students are confident, upfront and have a mind of their own. Levi Strauss Signature range reflects the mood of the college goer. It is real, honest, fun and everyday wear."
The company decided on the location of the store because they felt they should "present our brand to all those who come to Brigade Road, and almost everyone in Bangalore who is young loves to come here. This is an ideal location for youth," says Ramani. The clothes are designed for people in the age group of 15 to 22 years and the product design and development is led from Hong Konghe, he explains.
Expansive range
Besides the branded men's knit tops, woven tops and jackets, there are cargos, jeans with the classic five pockets, those with different cuts — regular straight, relaxed straight, regular boot and low rise boot, slant pocket jeans, flap jeans, bush jeans and so on. These not only come in fabrics such as cross hatch, rain denim, indigo and black lycra, but also in the "latest wash techniques" with fancy names such as scrapping, tagging, resinated whiskers.
The crowd puller in this store to is the recently launched Platinum Fit for women. In case you do not have enough time or money to go to a gym every day, Platinum Fit is the range for you. This acts as a "waist trimmer, butt lifter and tummy controller to perfect the wearer's body." Made from premium mechanical stretch denim, it has superior recovery and also provides support to retain the shape after repeated washes, says Ramani.
The store is right now holding a sale (till July 31) where customers get a 50 per cent discount on one section of its stock that includes trousers and shirts. The clothes are priced between Rs. 599 and Rs. 999.
Levi's Strauss Signature can be contacted on 41235623 and it is open from 10.30 a.m. to 9.30 p.m.
SHILPA SEBASTIAN R.
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Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
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