With the resurgence of looser denim silhouettes in recent years, San Francisco-based Levi Strauss 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 Silvertab was introduced in 1988, the sub-brand made use of campaigns celebrating cool, multi-ethnic inner city youth synonymous with streetwear culture. For a 1999 campaign, Levi Silvertab tapped artist Graham Rounthwaite who created a series of groovy illustrations celebrating the influential edge of inner city youth.
Vintage SilverTab denim can be found on resale sites ranging from Ebay to Grailed, reflecting the consistent desirability of ’90s-era baggy denim silhouettes. Sadly, Levi and Kohl’s have chosen to deliver a sanitized version of SilverTab that chooses to ignore the label’s street culture heritage.
Below enjoy a look at Levi and Kohl’s 2022 campaign and Levi’s 1999 Silvertab campaign.