In the 1970s, Levi’s® introduced the Fresh Produce line, which was inspired by, well, produce. And, since we already love fresh fruits and veggies, Levi’s® decided to bring it back – but with a ‘fresh’ (pun intended) twist.
For Spring/Summer 2022, Levi’s® Fresh is a gorgeous collection of colourful favourites made with hues derived from natural sources, including plants and botanicals.
Natural-based dyes often achieve more earth-tone hues, but with Levi’s® Fresh, they used newer dying techniques to create brilliant, frosty colours of peach, lavender, pink and yellow. And it’s all done with a combination of yarn and garment-dyed pieces.
Non-endangered or non-threatened flora, such as madder root extract and natural indigo, agricultural wastes, such as food waste, and minerals, including clays, carbonates, and natural oxides, are among the colours used in the Fresh collection.
These dyes were carefully structured to use fewer auxiliaries while maintaining colour fastness and aesthetics, resulting in a unique and environmentally friendly dye process. All of the dyes in the collection have at least 50% plant or mineral component. Another feature of Levi’s® Fresh that contributes to its sustainability is the use of multiple water-saving dye techniques.
Reverse osmosis was implemented in fabric mills to recycle water used in wet processes. Garment dyeing was done in laundries with recycled water and energy-saving technology. Ultrasonic fibre dyeing and direct pigment dyes were two more water-saving approaches.
The set includes a 551Z Straight Crop jean and a Type II Trucker in all four hues, which could be worn in monochromatic head-to-toe outfits or mixed and matched. A kangaroo pocket anorak, a Levi’s® XX Chino pleated twill short, a Utility High Loose short, a cotton patch pocket chore coat, a calf-length denim overall dress, and a line of Red Tab Vintage Tees are also included.
Hats, in the form of a cotton twill bucket hat and a knit beanie, are available to complete the head-to-toe ensemble. To add a little additional quirky fun, and to pay homage to the 1970s Fresh Produce collection, the entire line features distinctive tabs featuring various fruits and vegetables, a spin-off of the carrot tabs seen on the original.
“We’re thrilled to launch our Levi’s® Fresh line, which has a colourful mix of ultra-soft shirts, fleece, and denim manufactured with natural dyes and water-saving procedures. We applied each piece with young vigour derived from the original ’70s Levi’s® Fresh Produce collection, using inspiration from our archives. It’s a colourful, plant-based, eco-friendly line that’s anchored in basics and endlessly appealing.” — Karyn Hillman, Levi’s Strauss & Co.’s Chief Product Officer.
There are 12 items available in this collection, ranging from t-shirts to jackets. The pricing is listed below:
| Items | Price |
| LEVI’S® RED TAB VINTAGE TEE NATURAL DYE DESATURATED PINK | RM119 |
| LEVI’S® RED TAB VINTAGE TEE NATURAL DYE VIOLET | RM119 |
| LEVI’S® RED TAB VINTAGE TEE NATURAL DYE YELLOW | RM119 |
| 501® LEVI’S® ORIGINAL GARDENIA NATURALS 501 JEANS | RM399 |
| 501® LEVI’S® ORIGINAL LOQUAT NATURALS 501 JEANS | RM399 |
| LEVI’S® RED TAB SWEATSHORT NATURAL DYE VIOLET | RM159 |
| LEVI’S® FRESH WOMEN’S SNACK SWEATSHORT NATURAL DYE SATURATED LIME | RM159 |
| LEVI’S® SHORT-SLEEVED SLOUCHY SHIRT MADDER | RM199 |
| LEVI’S® XX CHINO PLEATED SHORT MADDER | RM159 |
| LEVI’S® FRESH NATURAL DYE BUCKET HAT | RM139 |
| LEVI’S® EUCLID ANORAK JACKET LAVENDER | RM399 |
| LEVI’S® ESTHER MODERN COTTON JACKET GARDENIA BOTANIC | RM399 |
Levi’s Fresh is now available at levi.com.my, all Levi’s locations, and department stores nationwide.
