Levi’s is trying to stay cool—or rather, trying to keep you cool, literally.
While undoubtedly the most recognizable denim jeans brand in the world, how does the 140-year-old Levi’s stay relevant in a global market flooded with a diverse mix of labels, varied positioning and price points?
The quintessential American brand sets itself apart this season by tapping technology to provide a new jeans line that claims to keep the wearer cool even in humid tropical weather.
This comes on the heels of the recent launch of Levi’s denim line Revel, which claims to fit so perfectly, it’s touted as “like wearing Spanx.”
Levi’s’ new Keep Cool range employs so-called Coolmax fibers that keep its wearer cool and comfortable even in this country’s never-ending summer heat.
The patented fibers help adjust the body’s temperature and wicks sweat away from the body so you stay dry.
If you’ve ever worn those quick-drying, high-tech, athletic performance wear, Coolmax has the same effect, but only in denim (cotton + polyester + elastane) fabrication.
“Unlike other fabric treatments, Coolmax doesn’t wash off, so the cooling effect doesn’t wear off even after many washes,” says Gec Alcid-Cajucom, Levi’s marketing manager.
The goal is to change your mind about wearing denims during the sweltering months, which is practically every month in these parts.
The Keep Cool range comes in both denim and non-denim styles for both tops and bottoms. There are six jeans styles for men and three for women; 65 percent of Levi’s customers are men, according to Cajucom.
Women’s jeans come in straight and skinny styles, in soft and stretchy fabric for flexibility.
For men, the range comes in classic five-pocket styles—the slim-fit 511, for instance—in classic washes. There are also Keep Cool tees and button-downs.