Campaign image from Levi’s new Fresh collection. Image supplied.
Kicking off autumn with a dose of sweet pastel hues, Levi’s new Fresh collection is inspired by a range from the 1970s the brand produced called Fresh Produce. The collection at the time was actually inspired by produce (the fruit and vegetable kind) and Levi’s decided it would be fun to create a new version of it with a fresh (pun intended) 21st century spin.
The Fresh range for Autumn/Winter 2022 features a beautiful range of dyed Levi’s favorites in pastel hues that are created by dyes derived from natural sources including plants and botanicals. Often natural based dyes tend to produce more earthy colours like oranges and browns but for these pieces Levi’s applied new dyeing methods that instead produced charming tones of peach, lavender, pink, and yellow.
Each of the dyes in the Fresh collection come from one of three natural sources, including non-endangered or non-threatened plants like madder root extract and natural indigo, agricultural byproducts like food waste and minerals like clays, carbonates, and natural oxides. These dyes were specially formatted to require less auxiliaries, without compromising color fastness or aesthetic, resulting in an innovative, sustainable dye process. All dyes in the collection feature a minimum of 50 percent plant or mineral content.
Levi’s Fresh collection was also created used innovative multiple water-saving dye techniques to reduce environmental impact. Fabric mills used reverse osmosis to recycled water used in wet processing. Tops were garment dyed at laundries using recycled water and energy efficient equipment. Other water saving techniques included ultrasonic fiber dyeing and direct pigment dyes.
“We are excited to debut our Levi’s® Fresh collection, a vibrant mix of super soft tees, fleece, and denim made with natural dyes and water saving techniques. Taking inspiration from our archives, we infused each piece with youthful energy borrowed from the original ‘70s Levi’s® Fresh Produce line. It’s a fun, plant and mineral based, planet friendly collection rooted in essentials and infinitely covetable,” says Karyn Hillman, Chief Product Officer at Levi Strauss & Co.
The new pieces can be worn as complete looks or mixed and matched with the collection. It includes a 551Z Straight Crop jean and a Type II Trucker. There’s also a soft, oversized anorak with kangaroo pocket, 501 Crops, and a lineup of Red Tab Vintage Tees. Matching accessories in the form of a cotton twill bucket hat and a knit beanie add to the fun of the range. As a cute nod to the1970s Fresh Produce collection, the whole range includes special tabs featuring various fruits and vegetables, a take on the carrot tabs included on the original range.
Levi’s Fresh collection is available online now and in store at Levi’s Sylvia Park, Wellington and Dunedin.
Images supplied.