Last year, Levi’s launched the “We Are Wonderfully Made” campaign, featuring a wide range of stylish and sustainable clothing in time for Ramadan, encouraging Malaysians to Buy Better, Wear Longer. This year, Levi’s wants to bring out the “You Are Wonderfully Made” messaging to Malaysians, encouraging them to discover their personal values, best expressed with clothing that reflects them from head to toe.
Levi’s believes in the importance of self-expression, where every individual is one-of-a-kind and wonderfully made. Levi’s aims to be everybody’s ally in their journey of self-discovery, with high-quality products in various youthful fits, styles, cuts and sizes available, meant to wear, and meant to last. Just in time for the Ramadan season, Levi’s is introducing the Eco Performance capsule collection, inspired by the concept of “The New Lounge”, where comfort meets style.
Levi’s Eco Performance Climate clothing comprises innovative fabric made with cooling features, suitable for warm tropical climates like Malaysia. Its denim is made with Aerolight fiber that has a moisture wicking technology that creates a cooling effect, keeping you cool and comfortably dry. For non-denim pieces this Ramadan, Levi’s integrated REPREVE, which is polyester fiber sourced from recycled water bottles, a sustainably creating fabric that is designed to wick away and repel moisture.
The newest addition to Levi’s sustainable Eco Performance fabric is Chill Tech, a unique blend of cotton and sustainable fibers, creating a new supersoft, lightweight fabric that has the same cooling and moisture-wicking properties. This season, Levi’s brings newness to the Chill Tech platform for a diverse line-up of looks full of new washes, stylish and youthful fits perfect for Raya.
The capsule’s men’s collection offers tops in soft and fresh pale blue and pink, grounded with the darker colourways of black and white. Spirit-lifting graphics and fun seasonal prints inject energy for that summer vibe.
Refreshing their fabric portfolio, this year’s Ramadan looks offers a variety of new and elevated lightweight fabrications of seersucker and compact jerseys across woven shirts and tees, fusing throwback style with a modern edge through a new Slouchy fit silhouette that is cool, easy to pair, and relaxed. Eco Performance Cool technology offers innovative fabric cooling features in classic and modern denim jean fits, with XX Chino Standard Taper fit in new seasonal colors, made with REPREVE fabric.
The women’s tops for the collection focuses on soft pastel shades, brightened up with vivid pops of persimmon and yellow, contrasted with darker touches of butternut to reflect the ever changing colors of a summer day.
The variety of fashion silhouettes offered in different body and sleeve lengths enables wearers to express their individuality and style for key occasions and cultural needs through knits and wovens, playing with feminine smocking details, frilled edges and puffed sleeves. For bottoms, Levi’s introduces the new “Pajama Denim”, a name coined after the fabric’s super-soft and ultra-comfortable loose fit and feel.. The capsule offers a wide array of denim fits in SORBTEK REPREVE fabric, creating a microclimate between you and the fabric, providing ample insulation and wicks moisture while providing UV protection, all made sustainably from recycled water bottles.
Wanting to go beyond just producing fabrics sustainably, Levi’s wants to instill the concept of “Buy Better, Wear Longer” in its customers, encouraging them to buy higher quality clothing that lasts longer. Understanding that trends change rapidly over time, Levi’s provides their Tailor Shop service worldwide, enabling anyone to customize or spruce up their Levi’s® tees, jeans, trucker jackets, or other items, breathing new life into a well-worn, beloved style favorite.
The key looks for Ramadan 2022 as well as the Levi’s Eco Performance collection are now available at levi.com.my, all Levi’s stores, and department stores nationwide. The Levi’s Tailor shop can be found at Lot 308H-1, 3rd Floor, Suria KLCC, Kuala Lumpur and Pavilion Bukit Jalil.