Denim on the march

lifestyle May 15, 2017 18:00

By The Nation

Wannapanee Dasananjali, marketing director at DKSH (Thailand), recently introduced Levi’s Remaster campaign, which is reviving the popular fashions of the ’60s and ’70s led by Levi’s Orange Tab and Levi’s 501 Skinny, the latest addition to the Levi’s 501 family.

Levi’s transformed the square in front of Siam Discovery into a space for people from the ’60s and ’70s to express their freedom in a unique way. The highlight of the event was the arrival of Levi’s 501 Tailor Truck, which included Virtual Reality and Eureka Lab zones, where Levi’s Denim is researched and developed. Another highlight was the exhibition of Levi’s 501 Limited Edition 2017 with actor Chantavit Dhanasevi sharing the experience of his visit to the Eureka Lab in San Francisco, the birthplace of Levi’s. The event wrapped with a fashion show of the latest collection.

“The remaster campaign tells the story of Levi’s from its first piece in 1873 when it became the uniform of miners to 1969 when it witnessed a social revolution. Levi’s brings back its iconic models such as Levi’s Orange Tab and Levi’s 501 Skinny in an upgraded version, which retains the original look but adds a contemporary twist,” Wannapanee explained.

There is a great demand for Levi’s Orange Tab, as it is a well-known model among jeans collectors and jeans lovers. Now Levi’s has brought back the iconic model using original techniques, textures, silhouettes and details. Levi’s Orange Tab is known for the orange tab, talon zippers, and the replacement of rivets with bartacks. It features ‘Line Eight construction’ with a double fell inseam, seven belt loops instead of the traditional five and single tone contrast stitching overall. The rear pockets are square instead of tapered and another unique feature is the first ever all black ink leather patch.”

Guests at the event included ML Somrada Chumphon, Nakwan Rayananonda, Rapeeporn Wongthongkam, Panidhi Snidvongs na Ayudhya, , Misda Sukanit, Vipavee Corman, Thitipong Lorprasert and Lukkana Wattanawongsiri

The campaign runs through May 31 and those purchasing two items will enjoy a 20-per-cent discount, For more information and the schedule of Levi’s 501 Tailor Truck, visit and