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2024.04.08
CULTURE

Levi's® SILVERTAB™ – A Contemporary Line Born from the Streets of Japan

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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.
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