Levi’s Relaunches SilverTab Capsule Collection As A Khol’s Exclusive With No Nod To Its Retro Street Culture Appeal
With the resurgence of looser denim silhouettes in recent years, San Francisco-based Levi’s announced the official relaunch of its SilverTab line with Kohl’s as an exclusive retail partner. The men’s and women’s assortment of 27 pieces is supported by a relatively minimalist campaign starring actors Gavin Leatherwood and Hailey Law.
When Levi’s Silvertab was introduced in 1988, the image of the brand was all about cool multi-ethnic inner city youth synonymous with streetwear culture. The 1999 Levi’s Silvetab campaign illustrated by Graham Rounthwaite were an accurate representation for the style and vibe of SilverTab from the lens of youth culture at that time.
Currently ‘baggy’ vintage SilverTab denim can be found on resale sites ranging from Ebay to Grailed, pointing to the consistent desirability for baggy denim and 90s nostalgia. From where we stand, Levi’s is missing an opportunity to capture youth culture with a campaign that fails to fully celebrate the street culture heritage of SilverTab.
Below enjoy a look at the 2022 and 1999 Levis Silvertab campaigns
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