Posted by Robert Truglia on July 12, 2011 06:00 PM
Looks like commuting just got an upgrade.
In April Levi’s announced a line of commuter cyclist tailored denim, and it’s finally here. Launching this week in select urban areas and on levis.com, the 511 Commuter Jean and Trucker Jacket are designed to enhance the cyclist’s daily journey with a slew of new features.
As Erik Joule, SVP of Men’s Merchandising & Design for Levi's 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 listened to what they wanted and created a product with performance traits for biking that also functions as daily street wear.”
Rejoice hipsters; your cries have been heard.
The new Commuter by Levi’s collection features a $78 skinny jean and $128 jacket. The jean resembles their ever-popular 511 fit but with more stretch, durable dirt-and-water-resistant fabric, odor-resistance, reinforced pockets and seams, 3M reflective tape on the interior cuff, and a smaller lower-back gap. Sorry ladies, this collection is made for male commuters only as of yet.
The Commuter by Levi’s Jacket has similar features with a more mobile fit and an added iPod pocket. Check out photos on Cool Hunting.
Marketing plans to promote this line are is as far-reaching as the mobile market it segments.
Levi’s will launch a “Get in the Saddle” bike shop tour starting in New York in August and ending in Portland in September. This tour will target areas with high cyclist concentrations nationwide to set up temporary bicycle tuning centers, custom commuter tailoring shops, and bicycle photo-booths, all in partnership with UrbanOutfitters as a retail partner.
The Commuter by Levi’s line and the“Get in the Saddle” tour align nicely with the brand's “Go Forth” campaign by Wieden + Kennedy (which W+K is helping Levi's roll out globally). Now, Levi’s is delivering practical, urban workwear to go along with that lofty spirit.