Levi’s Blue Tab campaign shot by Juergen Teller. Left: A denim suit from the premium Levi’s Blue Tab SS25 collection. Right. The new Blue Tab.
All photos courtesy of Levi’s.
Levi’s takes a serious stride into the fashion sphere, launching an exciting new premium line, Levi’s Blue Tab, with its inaugural SS25 collection.
Though we love jeans for its cool streetwear, Levi’s Blue Tab wants to take denim to a whole new level of elegance. Imagine the brand’s Made In Japan collection, only now expanded to encapsulate more than just jeans and trucker jackets.
Origin of the Blue Tab
Left: Paul O’Neill, design director of Levi’s Collections. Right: A look from the Levi’s Blue Tab SS25 collection.
The Blue Tab itself may not be new to Levi’s, but the collection certainly is. “The actual Blue Tab has been our product for a little while. It’s come up in several different collections,” says Paul O’Neill, design director of Levi’s Collections. “But the one thing, it has always represented the pinnacle and the premium for Levi’s.”
Naturally, before moving forward, O’Neill and his team first delved into the brand’s rich archive. In fact, the branding for this new Blue Tab takes inspiration from a 1925 Levi Strauss and Co. stock certificate. Its elegant typography now graces labels, packaging, and even the revamped two-horse patch. “When we wanted to focus on this new premium collection, we really zoned in on that Blue Tab. That was the starting point to build all of our branding and to really talk about the Blue Tab as the centerpiece to the collection,” O’Neill adds. In comparison, while the classic Red Tab provides a contrast against Levi’s signature denim, the Blue Tab is more subdued. An indigo tab set against indigo jeans. It’s a more refined and understated sense of branding, befitting a more elevated series of denim wear.
Redefining Denim Staples
So what’s in store from the Blue Tab premium collection? Expect impeccably styled tops, skirts, and outerwear that celebrate sophisticated denim dressing. In other words, Levi’s is redefining what “denim staples” can mean, and we are all for it.
“The inspiration is looking at utility wear, looking at Americana,” says O’Neill. “Really looking at the Levi’s archive because there are all these beautiful, practical garments. Looking at how we can take influence from this military jacket or this fishtail parka, then creating this really rich fabric that we’re working with denim mills here in Japan. We can combine that modern beautiful fabric with this classic practical garment. And create something that not only is inspired by the past but also something more ‘luxury’, elevated and that brings all of these shades of blue together. Which I feel is important.”
Apart from more complicated constructions and adventurous silhouettes, the premium aspects of the collection include the use of richer fabrics (made in Japan, naturally). Think elevated materials like lightweight selvedge denim and neppy chambray, each crafted for modern versatility. It’s denim made to impress, whether you’re striding into a gallery opening or lounging in your favourite café.
Levi’s Blue Tab Products (available in Malaysia)
What's On Offer
The women’s collection focuses on sophisticated denim tailoring and feminine craftsmanship. Standout pieces include a blazer paired with wide-legged trousers—a denim suit, if you will. Alternatively, the Type I-inspired Trucker Jacket paired with the Seamed Skirt, with curved front and dramatic back shapes, make for a chic all-denim ensemble. Elsewhere, the Utility Dress offers a lightweight yet drapey reinterpretation of a classic mechanic suit. Classic fits such as Column and Barrell jeans add familiarity while the new Carve Fit offers a modern silhouette with a straight outseam and shaped inseam that creates a slight bell at the bottom.
On the men’s side, it’s all about Americana. The Marker Loose jeans is fashioned from lightweight denim for an added touch of sophistication. A powder blue proprietary selvedge denim created alongside Japan’s Kaihara Denim Mill is utilised on the Scout Jacket, and modern versions of the 511® and 502® jeans. The Blue Tab Type 1 Jacket on the other hand is now cropped with an engineered sleeve. Classic tees are made heavyweight and understated while the Chambray Work Shirt offers lightweight chambray with classic workwear details.
The band Moku performing at the Levi's Blue Tab runway showcase in IDOL, Tokyo.
Taking place in IDOL, Tokyo, the showcase was attended by Korean stars Asahi from Treasure, rapper Beenzino and Seulgi of Red Velvet, as well as Malaysia’s own Hun Haqeem, Juwei Teoh and May Ho. Fittingly, the venue was bathed in blue light in reference to the indigo palette that colours the Blue Tab collection. As the collection unfurled on the runway, Japanese band Moku lent their ambient sounds to signal the dawn of Levi’s new era in premium denim.
