LEVI’S TEAMS UP WITH ‘MAKING THE CUT’ ON DESIGN CHALLENGE
On episode five of Amazon Original hit series Making the Cut, Levi’s sponsored its own design challenge – the first time ever that a single brand has led and created its own design challenge on the series.
Titled “The Levi’s Avant-Garde Challenge,” competitors are tasked to create one runway look and one ready-to-wear look using Levi’s denim fabrics, sundries, and trims. The episode features each of the show’s competitors working closely with Levi’s chief product officer, Karyn Hillman, to co-create a design that perfectly infuses the authenticity of the Levi’s brand, while combining the originality and innovation of each of the designers. It’s a challenge born out of a unique collaboration between Levi’s and Amazon, and one that mixes fashion with high-tech digital innovation.
“Originality and authenticity are at the core of what we do and that’s why we love working with emerging designers,” said Hillman. “Ultimately, we set out to inspire authentic self-expression – creating pieces that are new yet timeless, and something you can wear again and again. Gary’s reinterpretation of our Trucker Jacket perfectly infuses his spin into our denim icon, creating something completely fresh and unique.”
The winning design is an inspired, almost fluid version of the classic Levi’s Trucker that’s made to be worn in two different ways. In one form, it’s a short-cropped oversized jacket. When rotated 180-degrees, “The Upside-Downable Trucker Jacket,” reveals a longer silhouette and a more “cocoon-like” fit.
“The cocoon shape has been a silhouette I have experimented with for the past ten years,” says Gary Graham of his winning Levi’s denim creation. “I thought it was the perfect past, present, and future silhouette, and I immediately imagined the Trucker reinterpreted in it.”
For Graham, the jacket’s multiple shapes are meant to inspire creativity and promote experimentation. And, perhaps best of all, it’s a versatile gender-neutral Trucker Jacket that can suit a whole range of different body types and personalities, depending on style preference.
The “Levi’s Upside-Downable Trucker Jacket” from designer Gary Graham, which retails for $200, is now available for purchase exclusively in Amazon Fashion’s Making the Cut store. Season two of Making the Cut is available to stream on Prime Video, with two new episodes available every Friday through August 6th.