LEVI’S® Brand Celebrates First Ever ‘Set the Standard’ Store with New LEVI’S® Orange Tab Collection

Our favourite denim brand, Levi’s® Brand has officially opened its first ever Set The Standard (STS) store on the International Women’s Day (8th Mar 2017), in Malaysia’s premier shopping destination, Pavilion Kuala Lumpur. Spanning across 2,771 sq ft, this new store at Lot 4.103.00, Level 4, Pavilion Elite, echoes the effortless appeal of Levi’s® that is steeped in authenticity and craftsmanship. 

“The new STS store aims to enhance the Levi’s® retail experience by creating the best possible expression of the brand in a scalable way – from store ambience and product placement to the consumer journey through the store,” enthused Imran Butt, Country Manager of Levi Strauss Malaysia. 

Imran Butt, Country Manager of Levi Strauss Malaysia

Upon entering, customers are welcomed by a palette of materials including pine, hot-rolled steel and polished concrete that, coupled with higher ceilings and an open storefront, create a warm environment that embraces them as they walk through the door. The shelving height was lowered to provide a more boutique-like experience. The wood was chosen specifically to complement the sea of blue denim while the white paint on the walls was designed to reflect the golden tones of the pinewood. 

Large hyper-graphics on either side of the store - men’s on one wall and women’s on the other - draw in customers even further, helping them envision themselves in Levi’s® products and guiding them where to go. There is a clear differentiation between men’s and women’s section, which makes the store easy to navigate, therefore allowing the brand to create a relevant story personalized for both gender. Levi’s® ICONS such as the 501® jean, the Trucker Jacket and the Western Shirt are featured in shadowboxes. For the hardcore denim heads, there is Levi’s® Vintage Collection showcasing iconic reissues and special editions garments. These are the key storytelling vehicles and DNA of the Levi’s® brand.

The product assortment embraces the ‘less is more’ concept by emphasizing product features and benefits over quantity. As a result, products are more accessible to the consumer and the tops, bottoms, outerwear and accessories in-store help position Levi’s® as a lifestyle brand. “Having a smaller assortment allows us to focus on the most powerful stories and provide compelling signage and marketing. In addition, the fitting rooms are bigger and better lit, featuring three-way mirrors to allow customers to see fit from all angles — especially the all-important backside,” continued Imran. 

Overall, the entire store is well lit with LED lighting against light-coloured paint to make the space even more inviting. Imran concludes, “When developing the Pavilion Elite store, we focused on the brightness and aesthetics of the store to express what Levi’s® is all about – authentic, optimistic, inspiring and connection.”

LEVI’S® ORANGE TAB FOR SPRING 2017

The Pavilion Elite store celebration also highlights the newly remastered Levi’s® Orange Tab collection, which captures the unrivaled style of the coveted originals. First used on a line of affordable slim-fitting jeans, jackets and shirts, Levi's® Orange Tab symbolized style and youth during the counterculture of the 1960s. Since then, old-school Orange Tabs have become the ultimate score for vintage collectors and denim heads alike.

Blending then and now, Orange Tab for Spring 2017 features vintage-inspired finishes along with updated fits and fabrics. Featured men’s fits include an Orange Tab take on our 510™ Skinny and new 505™C. Fabrics are based on archival 60’s and ‘70s Orange Tab fabric, but with a bit a stretch for a modern feel. Tops, tees and knits are cut just a bit looser for comfort and ease of movement, while the Orange Tab Work Shirt acts as a hybrid of our classic Western and Work Shirts. Meanwhile, the iconic Trucker jacket gets some Orange Tab touches, like the Arcuate and welt pockets. Price ranges between RM69 to RM499.

In women’s, we’re leading with a classic 517™ Cropped jean. Known for its collector appeal, the 517™ is a coveted fit, coming back just in time for Spring 2017. Additional Orange Tab bottoms include a cropped version of the new 505™C, a 721 Vintage High Rise, and a workwear-inspired Culotte, all with design details ranging from additional belt loops to patch pockets. Tees and tops feature Levi’s® logos and prints pulled right from our Orange Tab Archives, while other seasonal products, like our Orange Tab overalls and vented skirt, embody that signature 60’s/70’s vintage look. Price ranges between RM69 to RM269.

Remastered for denim lovers, both old and new, Orange Tab Spring 2017 is the updated uniform for those who embrace a youthful, free spirit. The new collection will be available nationwide from April 2017 onwards.

Thanks LEVI’S® Malaysia for having me at your grand launch event! We had fun at the super cool event xoxo.