Safely preserved inside Levi’s® headquarters in San Francisco, California, is an archive of over 20,000 rare and unique examples of Levi’s® clothing and artifacts from the last 140 years.
Strictly reserved for the use of Levi’s® designers, each season the team delves into these delicate specimens, rediscovering designs and styles from the past and creating faithful reproductions that look as fresh today as they were back then.
SS18 sees the turn of ‘The Surf Riders’ with Levi’s® Vintage Clothing paying homage to the surfing youth of the 1940s. Surfing all day, camping on the beach, free diving for lobsters and brewing their own liquor these young people stepped outside of the status quo and helped to establish the surfing movement on the West Coast of America.
From 1930s white Riders Chinos to classic 1940s Hawaiian shirts, the collection is authentic to the core with Levi’s® Vintage Clothing faithfully capturing the spirit and heritage of the era.
Looking fresh from the archives, Levi’s nostalgic photography shares similarities with imagery of the iconic surf photographer Leroy Grannis and founder of Surfer Magazine, John Severson. It takes you back to a place where the sun was always shining and to a time when the free-spirited attitude of the surfers turned heads to a new way of thinking - one that remains everlasting to this day.
Get down to Levi’s® Vintage Clothing Carnaby Store, Newburgh Street, London to check out the SS18 collection and where you can also see our ERA Skateboards SurfSkate cruisers… looking right at home.