20th July 2018
The Levi’s® Hip-Hop Hoorah Block Party – Spring/ Summer 2018 Collection
What’s the definition of summer madness? According to the Fresh Prince and DJ Jazzy Jeff back in 1991, adjust the bass, put your car on cruise and lay back! The hip-hop sound of the ’80s, embodied by rappers such as N.W.A. and Public Enemy, revolutionized and laid the groundwork for the rappers of the ’90s, from Wu-Tang Clan to Naughty by Nature, and with the music came an aesthetic and style that’s still influencing us all today. Taking inspiration from the streets of LA to the avenues of Brooklyn, hip-hop pioneered a look that generations past and present still gravitate toward.
For Spring/Summer 2018, Levi’s® is doing just that, taking a cue from the dopest age of hip-hop, looking at the era of the b-boys and material girls, and using bright colors and wild prints to bring you our latest take on denim. The Block Party vibe is this season’s mood, whether you were more Tupac or Biggie in your musical tastes. The energy of the East and West Coasts is what’s real here; the fearless, bold and bright style of the ’80s and ’90s is coming for you.
“There’s a fresh streetwear influence that is making a giant impact in fashion. A palpable sense of a new guard, a new generation right at the center of culture – moving fashion and music forward. Going into this season, we looked at the beginning of streetwear in New York and the Bronx, the early days of hip-hop, street fashion and logo culture. So there’s a backbeat of ’80s/’90s retro-ness going into this collection.” —Jonathan Cheung, Levi’s® Head of Design
Men’s West Coast style will shine through with faded denim and a slew of Hawaiian influences from the surf, skate and punk subcultures. Supima cotton tees with housemark graphics, sunset prints and stripes on the softest vintage-feel tees add to the authentic West Coast feel. Colors and prints bring youthful spirit to the growing 501 family and active-wear styles and fabrication continues the growth in Levi’s® atheleisure sector.
The East Coast Block Party vibe will celebrate sportswear logos, giving a nod to the ’84 Olympics. From caps, to white hoodies to socks, this vintage inspired logo will have us all feeling nostalgic. Classic woven fabrics are more comfortable with stretch, and denim gets wild with black overdyes, deflected destruction and rough rinses inspired by home-laundered washes.
Women’s East Coast style is filled with colorful spring floral prints, and embroidery details give a subtle feminine feel. The Block Party mood has a ’90s street vibe, and the skinny jeans range comes in fresh spring colors – AND the addition of the new 720 High Rise Super Skinny!
Go West, where life is full of palm trees and tropical prints, and the fabrics are so soft you’ll want to live in them all summer. The tees, tanks and shorts are all festival essentials, and the mile high short, graphic tee and flirty romper will help you stand out from the crowd.
Time to kick back—all you need to do is crank up the volume and wait for the party to come to you!