Levi's Made & Crafted

Levi's Made & Crafted is the higher-tier luxury sub-line of Levi Strauss & Co., the iconic American denim brand founded in 1853. The Made & Crafted sub-line was launched in 2008 as the brand's deliberately-elevated-craft-anchored sub-brand, with the main Levi's line serving as the broader denim-and-workwear offering. The sub-line sits between the broader Levi's main line (mass-market accessibility) and Levi's Vintage Clothing (deliberately-archival reproduction). The Levi's Made & Crafted vocabulary settled around several specific products: hand-finished Japanese-and-Italian-mill selvedge denim (the sub-line's defining product category — using the most-premium denim mills globally, including Kuroki Mills Japan and Candiani Italy), deconstructed cotton-and-wool tailored workwear-derived ready-to-wear, hand-finished leather small-goods and accessories, the long-running Levi's Made & Crafted × Beams Plus, Levi's Made & Crafted × Norse Projects, Levi's Made & Crafted × Margaret Howell, and Levi's Made & Crafted × Sacai collaboration capsules, and a colour palette anchored to natural-indigo (the brand's defining colour — multiple depth variations from light indigo through near-black), washed-cream, oxblood, ecru, plus the brand's recurring use of natural-undyed and traditional-American-workwear-aesthetic colour combinations. The sub-line is part of Levi Strauss & Co. (NYSE: LEVI), the publicly-listed American denim parent company. Levi's Made & Crafted distributes through every Levi's flagship store globally — anchored to San Francisco (the brand's home flagship), Tokyo (Daikanyama, Aoyama), Paris (Le Marais), London (Soho), New York (Soho), plus extensive wholesale through MR PORTER, MATCHES, the major luxury department stores, Beams Plus, Self Edge, and the broader Japanese-and-American heritage-menswear specialty network. The sub-line has been one of the defining post-2008 'denim-luxury-craft-revival' sub-lines.