- With my love for Levis and my separate closet just for blue jeans, who would have thunk to build a sculpture? Jeans usually last about 3 weeks of wearing before getting washed (shush!) and basically stand up on their own in a sculpture like formation. British architect Ian Mcchesney takes us to a whole new level of putting together an outfit. This outfit of jeans he has made is fit for the Guggenheim ~AB
Coinciding with the launch of the Levi’s® Water<Less jeans – made using significantly less water, this sculpture is based on water and fluidity – over 100 pairs of jeans are fixed together in the form of a giant whirlpool. The piece uses 120 pairs of jeans riveted together using over 1000 copper rivets. It measures 9.4 x 4.8m and is 3m high. It was designed by Ian McChesney and Fabricated by ‘millimetre’.
I don’t know about you but I’m wet thinking about it! (Hardy har har ha)
Levi’s is using a new process which significantly reduces the amount of water used in the production of their jeans. They’re calling it the Water<Less Collection. “The average pair of jeans uses 42 litres of water in the finishing process. The Water<Less collection reduces the water consumption by an average of 28% and up to 96% for some new products in the line.” It’s a fitting change in production and fabrication. To celebrate the Water<Less method, Levi’s is also launching a limited line of “made in the U.S.A.” selvedge jeans and trucker jackets. The original 501, 505, and 511 models are available in “authentic” Water<Less finishes.
More looks after the click.
I never thought a bike seat could be sexy. In my over active porn fantasy mind I visualize denim on denim. This is one seat I’d ride bareback! WAIT!?!? WHAT!?
Levi’s works over their denim into the form of a saddle for this (one-off?) with UNIK Bike, Fixerati & Brother Cycles. “as produced in collaboration with the Belgian UNIK Bikes , who assembled the frame created by Brother Cycles and components Fixerati.” We like the saddle. Your denim will bleed onto your saddle anyways – so why not make it match. Then again, that stitching may not be comfortable for long. (f)
What’s in a doodle on your butt I ask. The answer is a WHOLE LOT OF MONEY! When I think of blue jeans I immediately think Levis ( I wear nothing but) and the classic recognizable back pocket stitch. And how can you forget Jordache jeans! I could go on and on about men wearing ‘womens jeans’ and a whole essay on how skinny jeans only look good on 1% of the population, but I’ll spare you ( today).
Court: Levi’s Can Sue Abercrombie & Fitch For Back Pocket Confusion
VIA Bay City News
February 8, 2011 3:50 PM
- A federal appeals court ruled in San Francisco today that Levi Strauss is entitled to a second try on its claim that Abercrombie & Fitch weakened the value of the trademark arch pattern on the back pocket of Levi’s blue jeans.
San Francisco-based Levi Strauss & Co. claimed in a federal lawsuit filed in 2007 that Abercrombie & Fitch Trading Co. diluted its trademark by adopting a similar pattern on its own blue jeans.
The 9th U.S. Circuit Court of Appeals today overturned a 2009 ruling by U.S. District Judge Jeffrey White of San Francisco in favor of Ohio-based Abercrombie & Fitch.
White had said Levi Strauss would have to prove that the two designs were identical or nearly identical, and said the company had not met that standard.
But a three-judge panel of the appeals court said the correct standard under a 2006 federal law, known as Trademark Dilution Revision Act, should be whether the two designs are similar and have the result of blurring the distinction between the two brands.
The decision allows Levi Strauss to go back to the district court for a second trial or other proceedings on its bid for an injunction against the rival company.
Levi Strauss’ trademarked design, used since 1873, has two connecting arches stitched onto the back pocket of its jeans.
The appeals court said sales of garments with this design have accounted for 95 percent of Levi Strauss’ revenue over the past 30 years, totaling roughly $50 billion in sales.
Abercrombie’s design, which it began using in 2006, has two shallower arches connected by a so-called “dipsy doodle,” resembling the mathematical sign for infinity.
Abercrombie has argued in court filings that the two designs are not only not identical but are also not even legally similar. But the appeals court said that question should go back to the district court.
Julia Cheever, Bay City News