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  • THE LEVI’S® BRAND INTRODUCES INNOVATIVE MEN’S COMMUTER CYCLING PRODUCTS

    The Levi’s® 511™ Commuter Skinny and Trucker Jacket for

    Cyclists Hits Stores This Week

    SAN FRANCISCO (JULY 11, 2011) – The Levi’s® brand is proud to introduce Commuter by Levi’s® – clothing designed and optimized specifically for the needs of the urban commuter cyclist.  Arriving in select Levi’s® Stores this week, the 511™ and Trucker Commuter products integrate an array of features that address cyclists performance, convenience, safety, mobility and protection needs while maintaining the durability and classic styling that people expect from the Levi’s® brand.  The launch of these products builds upon the Levi’s® brand’s commitment to innovation while tying back to the new global ‘Go Forth’ campaign which is a rally cry to create positive change in the world. 

    Erik Joule, senior vice president of Levi’s® Men’s Merchandising & Design says, “This product was born from innovation, classic American style and a personal passion for cycling – it’s about designing product for people who ride bikes, by people who ride bikes.  We knew that our jeans were already being worn by urban cyclists across the country, including our own designers.  We listened to what they wanted and created a product with performance traits for biking that also functions as daily street wear.”

    Built around the 511™ Skinny Jean, the Levi’s® brand’s most popular skinny fit for men, the 511™ Commuter features fabric and construction upgrades that increase mobility and durability, while protecting cyclists from the potential hazards of their daily commute.  The 511™ Commuter comes in two styles – a full length and cropped version – and both denim and non-denim fabrics.  The series also includes a Commuter version of the classic Levi’s® Trucker Jacket, an iconic work wear style that was first introduced in 1962 and has now been updated for the modern worker who demands performance and style on and off the road. 

    All Commuter by Levi’s® products blend form and function by utilizing the most cutting-edge performance apparel technologies.  The Levi’s® brand partnered with Swiss-based Schoeller Technologies AG to be the first to introduce NanoSphere® treatment into denim fabrication.  NanoSphere® technology makes denim fabric water resistant, dirt repellant and more durable. 

    The Levi’s® brand also consulted with technology-expert Clariant, a global supplier of specialty effects for textile, in order to implement the invisible but powerful technology that makes Commuter by Levi’s® clothing so unique.  All Commuter products feature Sanitized™ hygiene function, which provides protection against odors for long-lasting freshness and comfort, and 3M Scotchlite™ which subtly integrates 300,000 candle watt reflectivity into key areas of the garments. 

    In addition to these performance technologies, the Levi’s® brand also leveraged its own insights and superior construction techniques to make their new cycling products more commuter-friendly.  Both the Commuter by Levi’s® Trucker Jacket and the 511™ Commuter Skinny feature just the right amount of stretch to increase mobility while maintaining their signature fit.  The 511™ Commuter Skinny also features a raised back yolk that minimizes lower back gap, a reinforced crotch gusset that protects against ripping in this high stress area, double back layer pockets, a U-lock storage system and fabric reinforcements throughout.  The Trucker has extra utility pockets and modifications to the sleeves, cuffs and tail that enable more comfortable movement while cycling.

    “As an avid cyclist myself, I am confident this line has all of the key cycling-specific performance features cyclists value, but haven’t been able to find in other lifestyle clothing options,” added Joule.

    Commuter by Levi’s® clothing can be found at select independent bike shops in major metro cities as well as select Levi’s® Stores and at www.levi.com beginning this July. The line will also be available in select Urban Outfitters beginning in August.  The 511™ Commuter Skinny and 511™ Commuter Cropped Skinny retail for $78 and the Commuter Trucker Jacket retails for $128.To coincide with the introduction of the new Commuter by Levi’s® collection, the Levi’s® brand is partnering with Urban Outfitters  to launch the “Get in the Saddle” bike shop tour. The bike shop will go to where cyclists are and create temporary resource centers around the country complete with a bicycle tuning center, a custom commuter tailoring shop and a bicycle photo-booth. The tour kicks off in early August in New York City and ends in Portland in late September with stops in major cities along the way.

    Commuter by Levi’s® 511™ Skinny product features:

    · Utility waist band – specially designed for u-lock storage

    · Higher back rise – providing additional coverage when riding

    · NanoSphere® Technology – applied to make fabric water resistant, dirt repellant and durable

    · 3M Reflectivity – 3M Scotchlite™ Reflective Tape on interior cuff offers high level of visibility

    · Sanitized® built-in hygiene function – for long-lasting protection against odors

    · Reinforced Fabric – in crotch, back pockets and belt loop for durability

    · Performance Stretch Fabric – more stretchable for added mobility and comfort


    Commuter by Levi’s® Trucker Jacket product features:

    · NanoSphere® Technology - water resistant, dirt repellant, durable and protective

    · 3M Reflectivity – 3M Scotchlite™ Reflective Tape integrated on waistband adjusters and concealed for off the bike utility

    · Sanitized® built-in hygiene function – for long-lasting protection against odors

    · iPod front pocket – for modern convenience

    · Slight Drop tail – provides additional coverage

    · Touring Pockets – easy to reach rear storage with low-profile pockets

    · Accordion Sleeves – additional fabric that expands when in the riding stance for increased mobility

    · Angled front pockets – for easy access in all modes

    · Elongated cuffs – covers partial hand when riding


    ABOUT THE LEVI’S® BRAND

    The Levi’s® brand epitomizes classic American style and effortless cool.  Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry.  This range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.  For more information about the Levi’s® brand, its products and stores, visit www.levi.com.

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  • BRUT LAUNCHES THE BRUT NEWS NETWORK

    (NEW YORK, NY) July 2011: BRUT announces the launch of their new campaign, the BRUT News Network (BNN). Hosted on Facebook.com/BRUT, BNN is BRUT’s own news network featuring original video content that is part sports, part humor.

    This new BRUT campaign, created by Sigma, based in Oradell, NJ, is targeted at the younger male demographic that finds and follows brands via social media. It is an expansion upon a series of previously successful campaigns, including last year’s BRUTSlap.com platform, which featured a number of interactive elements for consumers, and the “Slap Some On” campaign, which was a tongue-in-cheek way to implement the concept of “slapping on” BRUT cologne.

     

    The BNN features the latest Internet videos along with commentary on hot topics and discussions that often include the insight of America’s #1 sports talk radio host and sports expert, Jim Rome, via frequent cameo appearances. The two BNN hosts, Bob and Ned, who love sports, explosions and people falling down as much as the next guy, grab audience’s attention by providing two minute videos of comic relief with episodes featuring topics such as Parkour, extreme sports fails, office pranks, and much more.

     

    “We believe that young, male-focused online content is a burgeoning market,” says Marc Broccoli, Marketing Director at Idelle Management Company. “BNN offers us a way to engage with a young male demographic that is important to our brand by allowing them to connect through a creative, humorous digital media platform.”

     

    The BRUT brand has stood for a classic, American definition of masculinity for over 40 years. With past famous spokesmen such as Joe Namath, Muhammad Ali, and Jimmy Connors, BRUT has positioned itself to live up to their tagline “The Essence of Man.”

     

    The BRUT News Network is now live at www.facebook.com/BRUT. Consumers are also encouraged to follow BRUT at www.twitter.com/brutworld.

     

    About BRUT®

    BRUT believes that each man has an inalienable right to smell like a man. For over 40 years, the brand has been interwoven into the fabric of America with their product line complementing all stages of men's grooming. BRUT is distributed by Idelle Labs Ltd., a division of Helen of Troy Limited (NASDAQ, NM: HELE), based in El Paso, TX. For more information on the product and retailer locations, please visit www.brutworld.com.

     

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  • Bortolomiol Prosecco Announces Launch of “Giuliano Bortolomiol: Dreaming of Prosecco,” A Biography Honoring Company’s Iconoclastic Founder

    NEW YORK, June 29, 2011--Bortolomiol Valdobbiadene, a family-owned boutique winery, today
    announced the launch of “Giuliano Bortolomiol: Dreaming of Prosecco,” a newly published
    biography of the company’s iconoclastic founder.  The book, written by acclaimed journalist Ettore
    Gobbato and published by Veronelli Editore, will be available in the U.S. in the fall.  The book,
    translated into English, debuted at a special event at the Setai Fifth Avenue Hotel in New York City.  
    Featuring a Prosecco tasting by Elvira Bortolomiol, a Prosecco expert who is continuing Giuliano’s 
    Prosecco-making legacy, together with her mother and three sisters.

    The book, which is the first to honor a Prosecco maker, chronicles the life and accomplishments of
    Giuliano Bortolomiol, who transformed what was once a simple local wine into an internationally
    acclaimed sparkler.  Giuliano was the first to use the Charmat method to create Proseccos in a brut
    style.  This was controversial at the time, but was later widely adopted.  He also spearheaded the 
    region’s efforts to attain the DOCG designation.  It is part of the “Bold Series” by Veronelli Editore
    that spotlights men and women who valued the lands in which they lived and worked, were able to
    influence people’s behavior and, through their work, changed the status quo.

    “We are honored to have my father’s life documented and celebrated,” said Ms. Bortolomiol.  “He
    was a man of action who was passionate about making Prosecco a true star.  He was also very
    modest and personally shunned the spotlight.  I think he would be very proud of this sensitive and
    insightful depiction.”

    Ms. Bortolomiol showcased and poured three different Proseccos, Brut, Banda Rossa Extra Dry and
    Superiore di Cartizze Dry, which are renowned for their finesse, complexity and distinctiveness. 
    While Americans have in recent years come to appreciate Prosecco as a fun and lively aperitivo,
    these Bortolomiol Proseccos, with their DOCG designation, will introduce them to the highest level 
    of quality.  Classic Italian dishes, prepared by the chef of the Setai Fifth Avenue Hotel, will
    accompany these exceptional Proseccos.  Ms. Bortolomiol discussed the scenic Valdobbiadene
    region as one of Italy’s increasingly popular travel destinations and signed copies of the book, which
    was given to all attendees.

    About Bortolomiol Valdobbiadene
    Bortolomiol Valdobbiadene is a family-owned, boutique winery with the winemaking roots that date
    back to 1760, when Bartolomeo Bortolomiol began cultivating vines on the hillsides of 
    Valdobbiadene.  The company itself was founded in 1949 by Giuliano Bortolomiol, who 
    revolutionized how Prosecco was made and elevated it to a worldclass bubbly.  A master of the 
    Charmat method, he created the first Prosecco in the brut style in 1960.  Today Giuliano’s
    daughters--Maria Elena, Elvira, Luisa and Giuliana--together with their mother, Ottavia, carry on
    Giuliano’s legacy by producing award-winning Proseccos.  For more information, please visit
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  • Gavin MacLeod Pays Surprise Visit to LEGO “Love Boat”

    Princess Cruises Ambassador and Former “Love Boat” Captain Makes a Special Appearance at Brickworld Convention

    SANTA CLARITA, Calif. (June 22, 2011) – A remarkable 9.5-foot-long replica of the original “Love Boat” – Pacific Princess – constructed entirely of LEGOs not only attracted the attention of fans at the Brickworld convention in Chicago, it even attracted the famous television show’s captain, actor Gavin MacLeod.

    MacLeod, a Princess Cruises ambassador, paid a visit to the convention to surprise the LEGO "Love Boat" creator, Ryan McNaught.  One of the few master LEGO builders in the world, McNaught had no idea he would come face to face with the real "Love Boat" captain.  Their meeting was captured on video, available on the Princess YouTube channel: http://bit.ly/iyPeTM

    McNaught, who was even presented with his own captain’s hat, called the experience “mind blowing – especially after seeing him on TV for all those years.”

    In return, MacLeod was astounded by the extraordinary ship constructed from more than 250,000 LEGO bricks.  It’s the largest single project ever undertaken by McNaught, the son of a Melbourne, Australia travel agent, and a cruise fan himself.

    The model features the exterior of the famous ship on one side, while the other side is an open cutaway revealing all the action inside - from chefs in the kitchen to passengers working out in the health club.  Flashing LED lights for the disco and tiny motors powering the propellers and elevators complete the replica.

    MacLeod was also especially interested to see the ship features the TV show cast, with LEGO models of his own Captain Stubing, as well as purser Gopher, cruise director Julie, and even some of the show’s most famous guests.

    Brickworld, held annually in Chicago, is one of the largest LEGO conventions in the world.




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