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Article: DIRECTOR'S CUT; LEVI'S CREATIVE DIRECTOR CAROLINE CALVIN ON BRAND BUILDING, SKATER FASHION AND THE RETURN OF STA-PRESS.(Interview)
- Article from:
- Daily News Record
- Article date:
- June 14, 2004
CopyrightCOPYRIGHT 2004 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: THOMAS CUNNINGHAM
Look for a hot spot in Levi's business and you'll find Caroline Calvin. While based in Europe she helped launch three trendsetting brand concepts: Engineered, Red and Levi's Vintage Clothing. In 2001 she returned to the U.S. as creative director of Levi's brand, where she oversees all of Levi's lines, including Type 1 and Premium.
Red is an important image product for Levi's. How did the line come about?
In 1998 [current president of Levi's brand] Robert Hanson came in to run Europe, and he challenged the team to go out and produce an icon. We wondered, "What kind of jean would Levi Strauss create if he were here in ...