In recent years, amidst the growing popularity of street fashion and vintage culture, the 'Levi's® SILVERTAB™' line, also known as SILVERTAB™, is seeing a surge in demand.
SILVERTAB™ started in 1985 as a contemporary line from Levi's®. The silver tabs on the jeans, along with the unique relaxed and wide silhouettes, were popular among young people at the time.
In fall/winter 2022, SILVERTAB™ made a comeback. The buzz surrounding the campaign video, produced by a creative team led by NIGO® and featuring the rap group Scha Dara Parr and professional boxer Tenshin Nasukawa, is still fresh in people's minds.
Today, we spoke with Naoko Ogamino, Senior Manager of Marketing PR at Levi Strauss Japan K.K. about the spring/summer 2024 collection.
"Coolness that Doesn't Fit into Existing Molds"
"SILVERTAB™ was originally a more affordable line compared to authentic models such as the '501®' or '505™' with lot numbers. The sales channels and design concepts were different, and the manufacturing process was streamlined."Japanese street culture is so core that it influences overseas trends, and the unique aesthetic of Japanese street culture matched well with the 'coolness that doesn't fit into existing molds', leading to a growing popularity and movement. It was a boom that naturally emerged from the chemistry with the street, rather than something orchestrated by the brand.
"Even after sales ended, people sought out SILVERTAB™ items in vintage shops, which led us to repeatedly request the home office to revive SILVERTAB™. As a result, SILVERTAB™ was relaunched in Japan."
Now let's introduce some popular items from SILVERTAB™.
"There isn't a specific item that's a 'staple' for SILVERTAB™, but when you think of popular SILVERTAB™ items in Japan, it would likely be the 'Baggy' from back in the day. In terms of this season's lineup, I'd say the 'Loose Fit' and the 'Baggy Carpenter' denim pants.
"The Loose Fit, which is iconic for SILVERTAB™, is generous all over but tapers toward the hem, making the foot stand out – a charming silhouette. It's a pair of jeans that evokes the 1990s. I recommend wearing them in a way that adds volume to the foot area."
"Another representative fit for this season's SILVERTAB™ is the Baggy Carpenter. It features a mid-rise waist, an easy and full-fitting thigh area, and a straight silhouette that maintains its width all the way to the hem. This season's pair is notable for its carpenter details such as the hammer loop and utility pocket. Made from 100% cotton, it not only looks good but is also highly durable. It's a pair of jeans that you'll want to wear hard."
Originality that Captures the Vibes from the 1980s to the 1990s
Modern SILVERTAB™ items are not reissues from the 1980s or the 1990s. They're designed from scratch. Let's delve deeper into the design work."While they maintain the taste of that era, subtle updates create a vibe that is contemporary. I think you'll enjoy the feel of the '80s and '90s, but it's also very much in step with today's trends.
"We've moved away from the familiar 'Arcuate Stitching' seen on the hip pockets, a Levi's® trademark. And, beginning this season, even the design of the back patch has changed, underscoring our sense of originality."
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