Retail

Jean machine

Levi’s 501 Original (levis.com) turns 150 this year. To fete this milestone, the denim brand has launched a year-long campaign called the Greatest Story Ever Worn. Its continuing festivities include special digital and in-store experiences that celebrate the spirit of the style and its influence on pop culture and fashion, including a pop-up space that will debut at the Toronto Eaton Centre this May. Levi’s will also be collaborating with other brands to reimagine the 501 through their creative lens. Most recently, Stussy gave the jeans its signature SoCal surf treatment, pictured here, through a rugged, worn wash.

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New dimension

As fashion innovators continue to find new ways to reduce the negative environmental and societal impacts of clothing, 3-D printing is emerging as a solution for many fashion labels. One such brand is Olbrich Knitwear (olbrich-knitwear.com), a 3-D seamless-knitwear company based in Montreal with a focus on clothing with a minimalist aesthetic that transitions across the seasons. Founder and designer Rebecca Lemire says that the 3-D printed model allows her to consider sustainability from all aspects of production including manufacturing, materials and shipping. “For example, traditional knitwear wastes approximately 35 per cent of yarn, because each section is cut from a larger piece then sewn together as a second step,” she says. “By contrast, 3-D knitwear is created in one seamless piece, meaning 100 per cent of the yarn goes directly into the garment.” Lemire adds that she’s able to produce clothing on demand and ship directly to the consumer from the factory thanks to the speed at which the printers work. “This