Classic. At least that’s what the Levi’s brand is trying to convey. I remember in my first year of university we studied an article in my first year management class regarding the demise of Levi’s. This was due to its inability to update its brand and its meager attempts at capturing trends in their clothing line. However somewhere between yawn-inducing first year lectures and last year’s breakout (all the exchange students that were in my consumer behaviour class owned them and knew the numbers of the jeans. They presented a comprehensive seminar regarding the brand and I still wasn’t convinced), Levi’s has once again climbed to reign the denim kingdom.

Maybe that sounds slightly dramatic, but it’s true that Levi’s has revolutionized its brand image and perception. I recall always walking into the store with preconceived notions and leaving the with the exact same thoughts. That is until I strolled in with my friend who was looking to purchase jeans herself.

I ended up being the one leaving with a pair of 4M 521 Skinnies that fit me to a T or…J or whatever you want to call it. The quality is impeccable (virtually no stretch, great fit and colour), and there’s no denying the cult attraction to the little red tag on the back pocket.

Not only is Levi’s well endowed in its respective classic denim lines, they also have formed their own premium denim line to battle the higher end brands (likely an answer to the likes of Seven for All Mankind, Chip and Pepper, Rock and Republic, Paige denim, etc etc). “Capital E” is a line which provides a ‘custom’ feeling to each jean produced, as each pair is made with the care of approximately 30 people whose efforts include hand sewing the item.

Levi’s has definitely made a comeback not only in Asia but in North America – I’m a living Torontonian Testament to that.