Commuter by Levi’s

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Dezeen - Commuter by Levi's

Clothing brand Levi's is introducing garments adapted for commuter cyclists, including jeans featuring storage for a bike lock.

Dezeen - Commuter by Levi's

The Commuter by Levi’s® concept goes on sale this week and features jeans and a jacket - based on the classic 511 and Trucker Jacket respectively - customised with water- and odour- resistant stretch fabric.

Dezeen - Commuter by Levi's

Cuffs on the jacket, which features a pocked for an iPod, are trimmed with reflective strips (above).

Dezeen - Commuter by Levi's

The jeans feature a utility waist band that holds a D-lock and a strengthened crotch to prevent tearing.

Here's some more info from Levi's:


THE LEVI’S® BRAND INTRODUCES INNOVATIVE MEN’S COMMUTER CYCLING PRODUCTS
The Levi’s® 511™ Commuter Skinny and Trucker Jacket for Cyclists Hits Stores This Week

 

SAN FRANCISCO (JULY 11, 2011) – The Levi’s® brand is proud to introduce Commuter by Levi’s® – clothing designed and optimized specifically for the needs of the urban commuter cyclist.

Arriving in select Levi’s® Stores this week, the 511™ and Trucker Commuter products integrate an array of features that address cyclists performance, convenience, safety, mobility and protection needs while maintaining the durability and classic styling that people expect from the Levi’s® brand.

The launch of these products builds upon the Levi’s® brand’s commitment to innovation while tying back to the new global ‘Go Forth’ campaign which is a rally cry to create positive change in the world.

Erik Joule, senior vice president of Levi’s® Men’s Merchandising & Design says, “This product was born from innovation, classic American style and a personal passion for cycling – it’s about designing product for people who ride bikes, by people who ride bikes.  We knew that our jeans were already being worn by urban cyclists across the country, including our own designers.  We listened to what they wanted and created a product with performance traits for biking that also functions as daily street wear.”

Built around the 511™ Skinny Jean, the Levi’s® brand’s most popular skinny fit for men, the 511™ Commuter features fabric and construction upgrades that increase mobility and durability, while protecting cyclists from the potential hazards of their daily commute.  The 511™ Commuter comes in two styles – a full length and cropped version – and both denim and non-denim fabrics.  The series also includes a Commuter version of the classic Levi’s® Trucker Jacket, an iconic work wear style that was first introduced in 1962 and has now been updated for the modern worker who demands performance and style on and off the road.

All Commuter by Levi’s® products blend form and function by utilizing the most cutting-edge performance apparel technologies.  The Levi’s® brand partnered with Swiss-based Schoeller Technologies AG to be the first to introduce NanoSphere® treatment into denim fabrication.  NanoSphere® technology makes denim fabric water resistant, dirt repellant and more durable.

The Levi’s® brand also consulted with technology-expert Clariant, a global supplier of specialty effects for textile, in order to implement the invisible but powerful technology that makes Commuter by Levi’s® clothing so unique.  All Commuter products feature Sanitized™ hygiene function, which provides protection against odors for long-lasting freshness and comfort, and 3M Scotchlite™ which subtly integrates 300,000 candle watt reflectivity into key areas of the garments.

In addition to these performance technologies, the Levi’s® brand also leveraged its own insights and superior construction techniques to make their new cycling products more commuter-friendly.  Both the Commuter by Levi’s® Trucker Jacket and the 511™ Commuter Skinny feature just the right amount of stretch to increase mobility while maintaining their signature fit.  The 511™ Commuter Skinny also features a raised back yolk that minimizes lower back gap, a reinforced crotch gusset that protects against ripping in this high stress area, double back layer pockets, a U-lock storage system and fabric reinforcements throughout.  The Trucker has extra utility pockets and modifications to the sleeves, cuffs and tail that enable more comfortable movement while cycling.

“As an avid cyclist myself, I am confident this line has all of the key cycling-specific performance features cyclists value, but haven’t been able to find in other lifestyle clothing options,” added Joule.

Commuter by Levi’s® clothing can be found at select independent bike shops in major metro cities as well as select Levi’s® Stores and at www.levi.com beginning this July. The line will also be available in select Urban Outfitters beginning in August.  The 511™ Commuter Skinny and 511™ Commuter Cropped Skinny retail for $78 and the Commuter Trucker Jacket retails for $128.To coincide with the introduction of the new Commuter by Levi’s® collection, the Levi’s® brand is partnering with Urban Outfitters  to launch the “Get in the Saddle” bike shop tour. The bike shop will go to where cyclists are and create temporary resource centers around the country complete with a bicycle tuning center, a custom commuter tailoring shop and a bicycle photo-booth. The tour kicks off in early August in New York City and ends in Portland in late September with stops in major cities along the way.

Commuter by Levi’s® 511™ Skinny product features:

  • Utility waist band – specially designed for u-lock storage
  • Higher back rise – providing additional coverage when riding
  • NanoSphere® Technology – applied to make fabric water resistant, dirt repellant and durable
  • 3M Reflectivity – 3M Scotchlite™ Reflective Tape on interior cuff offers high level of visibility
  • Sanitized® built-in hygiene function – for long-lasting protection against odors
  • Reinforced Fabric – in crotch, back pockets and belt loop for durability
  • Performance Stretch Fabric – more stretchable for added mobility and comfort

Commuter by Levi’s® Trucker Jacket product features:

  • NanoSphere® Technology - water resistant, dirt repellant, durable and protective
  • 3M Reflectivity – 3M Scotchlite™ Reflective Tape integrated on waistband adjusters and concealed for off the bike utility
  • Sanitized® built-in hygiene function – for long-lasting protection against odors
  • iPod front pocket – for modern convenience
  • Slight Drop tail – provides additional coverage
  • Touring Pockets – easy to reach rear storage with low-profile pockets
  • Accordion Sleeves – additional fabric that expands when in the riding stance for increased mobility
  • Angled front pockets – for easy access in all modes
  • Elongated cuffs – covers partial hand when riding

ABOUT THE LEVI’S® BRAND
The Levi’s® brand epitomizes classic American style and effortless cool.  Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.  This range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.  For more information about the Levi’s® brand, its products and stores, visit www.levi.com.

  • Kerby

    fixie riders will 'HATE' this and all the late adopters will kill it by buying these.

  • Xit

    The power of focus groups, how to kill cool

  • http://www.thomasorourke.co.uk/ Thomas

    I like that they're water resistant but I have to ask – why aren't all of their jeans made this way? I honestly don't imagine that the market for "commuter cyclists" is all that big. Most cyclists I know would prefer simply to wear their lycra and then change when they reach their destination. Maybe I'm missing something!

  • http://www.rjcomrie.com rjc

    love this idea, 'crank' it on a belt..

  • Hoppa

    Ever thought about what would happen if you fell off your bike with a u lock strapped to your Hip/waist ?

  • Steef

    They should have pitched and launched this in Amsterdam or Copenhagen.
    Most bike commuters in the states use special bikes and special clothing. Here in Europe (especially in AMS and CPH) the bike makes part of everyday existence, and we wear our everyday clothes on the bike (never lycra!) even when it rains. These jeans would be a very welcome addition to my wardrobe. Levi's may contact me, I'll be happy to give them a try (it is raining now, and I need to go out to get lunch).

  • David

    Try sitting down or riding with a 'U' bike lock in your pants… Straight lock vs curve of your backside…. !!
    Just not going to work in my mind… surely someone tried this before rolling out for production….?

    • felix

      I have tried this before, it does not work for the exact reason you thought. Confused by this design.

      I ended up just putting it through my belt.

  • Jürgen

    won't that stop working as soon as you sit on your bike? Wouldn't bending forward cause the lock to rotate outwards but get stuck in the pocket?

  • Alden

    Wow i love this. I just got my fixie and now i think i will grab these! Levi's do make the nicest jeans!

  • ladybiker

    these comments must be coming from people who do not live in cities and do not ride bikes. we already keep our locks in our back pocket! it works! the lock was designed to fit in the pocket and now levi's is taking a stab at designing the jean to accommodate for what cyclist already do! good for them. i would like to see more of this especially for women. designers forget that women bike as well and would like their clothing to hold up and look good.
    keep it up levi's and don't forget about us ladies!

  • Steef

    Wake up. Obviously the lock is a joke. A lock would either be locked to the bike, or be attached to it during travel. There is absolutely no use in carrying it around. But the jeans + lock make an attractive picture that grasps websurfer's attention.

    The real plusses are the waterproofness, the stretchability and the reflectiveness. (to a lesser extent the extra durability, my jeans seem to fall apart due to other activity then biking)

    • http://criticaster.tumblr.com Trevor Cook

      The "utility waste band" is for u-lock storage while biking. While attaching the lock would be ideal, I haven't found a device that works as well as my back pocket.

  • jeff K

    Yes, all of those who commented on the lock not working in the back pocket obviously don't live in hipster ghettos of London/Williamsburg/Melbourne. But clearly Levi's marketing team do.

  • Steef

    Yeah. I guess you guys must be specialists. Here in Amsterdam we have special crates on the front of our bike. Not only handy for your groceries, but also a great place to put your lock while driving. But what do we know.

    • Steve

      ^ignorant statement.

      The intended market for this campaign of clothes is directed at bike couriers/ inner city cyclists who ride striped down or fixed gear cycles.
      It is clear that it is not aimed at dutch people who ride old gazelle bikes.
      There is the world outside of Holland. Please keep this in mind

      • steef

        Sure steve. Not once the mention of couriers in the text. I doubt they'd be wearing jeans.
        http://www.nytimes.com/interactive/2009/04/15/sty

        I know there is a world outside holland. This year I've ridden a bike in New York and Singapore. Come over to Amsterdam to ride a bike. I'm sure you'll pick up some ideas, about locks, groceries and commuting.

        • goonie

          and weed smoking hippies

        • MoreBikesPlease

          Very interesting that so many people seem to have a fixed, narrow idea of what cycling is. I would suggest that there are many varieties; road racing, XC, downhill, 4X, BMX, commuting, trekking, city couriers, functional transport [for Steef and his groceries obsession] and for the current "cool" fixie, hipster scene. And I would also suggest that these clothes are aimed pretty squarely at the latter, and as such they seem to do pretty well.

          The lock loop, oh the lock loop… yes you can ride with a lock in your pocket. It is possible. These jeans also make it possible to put a lock through the loop and let it hang outside the pocket [I know it is shown inside in the pictures], just as people do with their belt. It will work fine. Relax.

          The other features; stretch, water resistant material etc are only mildly useful in my opinion but are a nice gesture, but mainly for marketing these as cycle friendly I would say.

          All in all, a nice set of clothes.

          …you wouldn't catch me in them of course, I'm a lycra wearer for racing and baggy Levi 1002s for relaxing, but they'll be loved by some I'm sure. And anything that helps get one less car and one more cyclist is fine by me.

  • El Pibe

    Erm….close but no cigar.

    Nanosphere is not waterproof, it is water resistant, which is fine for the odd splash of water when riding through a puddle. But if you wear these when it's properly raining then they will get soaked through and become very heavy, as any normal jeans would.

    Now if they had a proper waterproof membrane lamination that would be a different story.

    So its a bit disingenuous to call these 'waterproof'.

  • Mohsen

    a lock strapped to your arse would be extremely uncomfortable after a few minutes, would limit movement on one side and a few speed bumps and potholes would have you walking around like Boy George

  • goodlegs

    a fabric horse holster through your belt works with any jeans rendering this pair pointless…

  • NOE

    I think, the main problem is like creating a special Fender to wear the cigarettes on the guitar, people use to do it, but you don't want a technic detail for it, kill the rock attitude. Fixed riders deals with rock attitude.
    I like the raining effort, interesting detail.
    Reflective is completely useless I think also. Riders all use LED stuff.

  • NOE

    And i forget, if you're right handed, or left handed, you don't put the lock in the same way…
    I think it would be better to just focus on water resistant, more resistant in place where you need.
    But this is hidden details, maybe not enough marketing ?

  • Ahmed Mukhtar

    Useful = Waterproofing + Elastic Fabric + Rip Resistance

    Gimmick = Lock Storage + Relective Seams!

  • Siri

    My jeans’ inner thighs are always damaged because of regularly biking. So tired of fixing them. I think it’s one of the problems when it comes to biking with your jeans on.

    And come on, who would carry around a bike lock? When you’re not biking then the lock IS on your bike. To lock it, you know.