Levi’s creates performance denim for urban cyclists
19/06/2023
All 'Commuter by Levi's' products feature Sanitized hygiene function, which provides protection against odours, and 3M Scotchlite, which integrates 300,000 candle-watt reflectivity into key areas of the garments.
Erik Joule, senior vice president of Levi’s men’s merchandising and design, said: “We knew that our jeans were already being worn by urban cyclists across the country, including our own designers. We listened to what they wanted and created a product with performance traits for biking that also functions as daily street wear.
“As an avid cyclist myself, I am confident this line has all of the key cycling-specific performance features cyclists value, but haven’t been able to find in other lifestyle clothing options.”
To promote the collection, Levi’s is collaborating with Urban Outfitters to launch the “Get in the Saddle” bike shop tour. The bike shop will create temporary resource centres around the country complete with a bicycle tuning centre, a custom commuter tailoring shop and a bicycle photobooth. The tour kicks off in early August in New York City and ends in Portland in late September.
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