The message behind Levi’s new launch is loud and clear: men’s fashion is becoming more tailored.
The heritage denim brand debuted Thursday the Levi’s XX Chino, its first-ever men’s chino program. While the brand has offered some chino options in the past, Levi’s aims to go beyond the traditional khaki pant with three youthful fits—the Standard Taper, Slim Taper and Straight Cropped—and an emphasis on fashion colors.
The collection offers comfort-stretch constructions in a color range that includes khaki, black, olive green, navy, jade blue and seasonal shades of pink. In addition, the collection features garment-dyed chinos, which allows for a more worn-in, casual look and feel that isn’t too crisp. The result, Levi’s described, is a perfectly broken-in pair of chinos right from the get-go.
The collection retails for $78-$88 and is available at Levi’s stores and Levi.com.
Chinos are a strategic move for Levi’s, as men’s wear cycles out of the streetwear movement that swept across the category for several seasons. The recent Fall/Winter 20-21 runway shows emphasized relaxed trousers, commuter pants and casual suiting. Meanwhile, other men’s brands like Everlane, Liverpool and DL1961 have expanded their collections to offer color twill bottoms.
Levi’s is throwing star power behind the launch, teaming with Gen Z singer/songwriter Khalid for the Levi’s XX Chino campaign. Shot by Khalid’s close friend and Los Angeles-based photographer Ro.Lexx, the campaign plays with fresh, vibrant colors through a relaxed lens that captures the 21-year old’s personality and attitude.
“We are so thrilled to partner with Khalid on the launch of Levi’s XX Chino,” Jennifer Sey, Levi Strauss & Co. chief marketing officer global brands, said. “He’s the perfect embodiment of the Levi’s spirit—his authenticity, his personal style and optimism, the way he uses his voice for good beyond his music and always leads with his values.”
Khalid helped Levi’s kick off the launch at a party Thursday night at Levi’s Haus Miami, where he and DJs Simihaze, Kitty Cash and Gianni Lee performed.
“I love using clothing to express myself and I love that Levi’s offers so many options that look awesome and are so comfortable to hang out in,” Khalid said in a statement.