Style Magazine Singapore - April 2013


From rock stars to COLLEGE KIDS, just about EVERYONE has embraced the RUGGED INSOUCIANCE of LEVI's 501 JEANS.

The late Yves Saint Laurent couldn't have expressed the beauty of blue jeans: The most spectacular, the most practical the most relaxed and nonchalant. They have expression, modest, sex appeal, simplicity - all I hop for in my clothes.

For that, we have Levi's to thank. Since its founder fashioned the first pair of 501 jeans our of a humble cotton twill textile in 1873, we've had a garment that never fails to let us step out of the house looking stylish and feeling comfortable. To mark the 140th anniversary of its well-loved 501 jean, Levi's has reimagined a new generation of designs, cementing its status as the jeans expert. Besides a slimmer cut, Levi's has also introduced a range of coloured non -denim 501s to the collection - a first in its illustrious history and masterstroke in updating a timeless classic.

Over the next few pages, eight personalities each slip into a pair of the new 501 jeans and interpret it according to their individual style. For some, such as Shabnam Melwani-Reis, it is about coming full circle. After all, her late father, Moti Melwani, is fondly remembered as the visionary entrepreneur who introduced Levi's to Singapore. Together with local designer Ong Shunmugam, Melwani-Reis customised a pair of 501s into a bag for this project. The one-of-a-kind carrier features front button-fly details, brocade prints and fringe finessed from semi precious stones from here jewellery label, Sun Moon Rain.

"This bag has avery special emotional element for me as its' joint venture between my new label, which I launched last December, a brand my late father brought to Singapore almost 45 years ago. He would have been so excited to see this bag," she said.

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