Life Uncomplicated

Some time back I failed on a quest. A quest to find some basic not already worn out boot cut jeans. No washes or colors or distressing. This led to the question of what was going on with good old Levi’s. For one, they have a couple of excellent “virals” about “uncomplicating”. Their “World Gone Pretty” 90-second film is one of the best to come out in a while. It pokes fun at the “metrosexual” phenomenon and encourages us to return to a life with tried and true 501’s.

www.uncomplicate.com

At the same time Levi’s urges us to uncomplicate it is engaging in a bit of high design dual branding with Scandinavian manufacturer Asono. Asono working in conjunction with design firm Norway Says have produced a new sleek minimalist mp3 player called the Mica.

http://asono.com/mica/

It’s a sexy little number that weighs next to nothing and may have trumped the iPod in it’s simple elegant design even if it missed the boat on price point. While not released yet a Levi’s special edition has been announced. There also appears to be some sort way to win one from Levi’s.

http://asono.com/en/go/i/112/nID/7

In yet another move to “uncomplicate” Levi’s is testing a device known as “Intellifit”.

"You walk into a see-though Intellifit booth that’s 8′ high and 8′wide. In 10 seconds, Intellifit uses a totally safe radio wave to collect numerous, accurate measurements of your body — while you remain fully clothed. Next, you receive a confidential computer printout listing those brands and sizes that fit you best."

www.intellifit.com

Levi’s had not been doing so well until last years emergence from a fashion icon threatening slump in sales. Now they seem to be offering almost all things to all shoppers with a range of basic red tab jeans starting at $40 going on up to reproductions of vintage jeans targeted at around $250.

Phil Marineau may save Levi’s yet.

www.asono.com

www.norwaysays.com