A hundred years of tannins, extraordinary carnival and Levis to spend the Tmall Cowboy Festival

In the face of the classics, sticking to the rules, it is not a heritage.

Subverting everything at the time of creation is not innovation.

The culture of cowboys has evolved over the centuries and Levi's® is not subject to tradition.

Don't fall in love with the past, don't be afraid to try, and keep the original heart to continue the classic,

Show the world a different kind of boldness and freedom.

Let everyone who meets Daning restore the true self, #活出趣#!

Since the birth of the world's first blue jeans in 1873, Levi's® has created the world of tannins in the form of a cow king. As a "hundred years of strong cattle", Levi's® has always adhered to the esteem of the heritage and freedom of the classics, not only created the manufacturing standards of Tannin, but also led the trend of tannins, setting a benchmark that is difficult to surpass in the industry. Adhere to the inheritance of the classics, adhere to the respect for freedom, this irrefutable and arrogant position, so that it does not show a strong bull attitude all the time. From October 17th to 18th, when the leader of the Daning Levi's® responded to the Tmall Cowboy Festival - the cowboy was super busy, traced the history of the cowboy, self-transcendence, and blended the spirit of "living" with the purpose of Tmall's ideal life. Break the boundaries of the inherent form and create a conceptual trend that stirs up the mind.

Cowboy is defined as a style

The world's first original blue twill pants was born on May 20, 1873, and is the predecessor of the world-famous Levi's® 501® button jeans. Levi's® 501® was officially registered in 1893 and the blue twill pants were officially named Levi's® 501®. More than 140 years later, Levi's®'s original denim has a long-lasting influence in the history of mankind, such as pioneers in various fields, from the Beatles to the hippies to the LGBTQ activist movement, and even the removal of the Berlin Wall. At the moment, people are always wearing 501®. Whether it is a star, a fashion blogger, a fashion designer, a singer, a director, or a president of a big group, they are all devoted to the unique enthusiasm and spiritual strength of denim.

Tannin is always the inspiration for designers. The trend of the superstars is always a supporter of creativity and spiritual culture. Under the constant efforts of Levi's®, cowboys are defined as a style. People who love this style often do not stick to the routine, do not care about the surrounding environment, ignore the strange vision of others, fearless challenges, freedom, and return to simple and true. The true state of personality flying. Everyone is born with great care, put on denim clothes and have fun!

The originator of Daning reproduces the perfect tide

Looking back at the history of denim jackets, you will definitely see the name of Levi's® at the top of the timeline. It is no exaggeration to say that it is the originator of denim. After more than a hundred years of design improvement, Levi's® is now more bold, avant-garde, fresh and modernist on the classics, balancing comfort and coolness, bearing the spirit of optimistic modernism and culture of change. Uncommon personality. At the same time, in order to cope with the weather in the four seasons and wear on different occasions, it has evolved a richer product line, bringing more choices to every tannin enthusiast.

With more than 140 years of history, Levi's® has built an archive of denim culture with over 20,000 rare and unique Levi's® clothing and artifacts, like a denim gold mine. Levi's® not only hides the brand spirit and classic stories in the archives, but also brings them to each season's work, singing the different historical melody of Levi's®. The efforts of Levi's® make the history of Tannin a new life, and the classic story of its own continues. For example, the eternal 501® has undergone 12 revisions in the past 100 years. On the original road, the 501®-led button placket, red-eared fabric, double horse leather, rivet stud, red flag, double-back pocket, etc. have been talked about by the fans; The trousers design – for the gold rush, for the Great Depression, for the cowboy, for peace, for the post-war revival, for today's generation... every piece of history seems to solidify in the 501® cut, for a long time.

Cowboys and the ideal life together

Levi's® has always been synonymous with American casual life. This time together with Tmall to pay tribute to the classics, back to the American style, Levi's® will bring a rich American spirit to the Tmall Cowboy Festival, from October 17th to 18th, the cowboy is super busy! The perfect combination of comfortable cowboys and cozy American life creates a yearning for cowboys and the United States. Persevering in promoting the ideal lifestyle of Tmall, invite Levi's® as the ace of the denim festival, launching a new copy of the tannin in the official flagship store, and pulling all the classic styles into the discount carnival, raising cattle People no longer have to work hard to buy high-end tannin products, Tmall Cowboy Festival will truly ignite the American-style tannin storm.

The Levi's® 501®, LVC, and small red jackets are available in Tmall for sale, and the Tmall Cowboy Festival theme “Cowboy Super Busy” provides the most comfortable shopping for different levels of cattle madmen. With the wearing experience, relax in the shopping spree. The new season's Levi's® showcases individuality and combines the pursuit of vision and functionality with a practical experience that allows tannins to wear denim and be able to play with any harsh challenges.

About Levi's® brand <br>Levi's®, a cool and cool brand that represents the classic American style, has been one of the world's leading clothing brands since its birth in Lea Strauss & Co. TM in 1873. It has been portrayed for generations. Creativity and loyalty. Today, Levi's® continues to expand its product line with unwavering innovation. Our denim apparel and accessories products are available in 110 countries around the world and are always in the leading position in the apparel industry, allowing people around the world to wear Levi's® to show themselves. Unique style. More information about the Levi's® brand and products can be found at http://levis.tmall.co m/.

About Levi Strauss & Co.

Levi Strauss is one of the world's leading branded apparel companies and a global leader in denim apparel. The company designs and sells men's, women's and children's denim, casual wear and related accessories, using Levi's®, Dockers®, Levi Strauss & Co. TM, and the Denizen® brand. Through chain retailers, department stores, online websites and more than 2,300 franchisees and company operating stores worldwide, the company's products are exported to more than 110 countries around the world.

Editor in charge: Zhou Lingling