Let’s face it: finding the perfect pair of jeans can be a cumbersome process. In comes SF-based denim extraordinaire Levi’s to the rescue. The brand, who’s garnered a cult following for denim diehards ranging from Mission and Haight hipsters to the blue-collared working class, just released a new denim line dubbed, Curve ID, a three-style concept that promises to complement every woman's figure.
From corporate conference rooms to Sunday brunch, denim has evolved into attire appropriate for myriad destinations that would have once frowned on the material’s humble origins. These days, denim can go just about anywhere. But if San Francisco-based Levi’s has its way, there will soon be at least one place where denim is no longer welcome.
When we caught up with Head of Design for Gap Patrick Robinson during his whirlwind visit to San Francisco last week, the Giorgio Armani and Paco Rabanne alum tapped to revive his current company’s style cred from the only-for-prepsters pigeon hole it had arguably been living in for well over a decade was juggling journalists on the bustling floor of the Gap at Market and Powell in between efforts to shop Gap’s latest offerings for fall.
“I only wear Gap, since the day I started,” says Robinson, who tells us he shops at Gap stores when he travels to different cities.
Few things in life are perfect. But most of us, at least once in our lives, have happened upon the perfect pair of jeans. When it happens, it’s a beautiful thing. But let's be honest, it never happens.