levis

Before a new line of Levi’s indigo blue jeans appears in a store, Bart Sights and his team at the Levi’s Eureka Lab have worked hard to perfect the perfect pair. The New York Times writes: “Natural indigo is finicky, and for the jeans Levi’s produces on a mass scale, the company uses primarily synthetic, the industry norm. These kettles of dye, with their rich fish-sauce stink, are mostly kept around as inspiration, a link to a previous era that, given Levi’s role in the early years of denim jeans (“waist overalls,” as they were originally known), is a constant … Read more