New denim destination

FANS of Levis, rejoice, as the brand has introduced its first ever Set The Standard (STS) store.

Located on level four of Pavilion Elite, Kuala Lumpur, the store – measuring 258sq m – aims to enhance one’s retail experience by creating the best possible expression of the brand in a scalable way, from ambience and product placement to the consumer journey.

Upon entering, customers are welcomed by a palette of materials including pine, hot-rolled steel and polished concrete that, coupled with higher ceilings and an open storefront, create a warm environment.

The shelving height was lowered to provide a more boutique-like experience. The wood was chosen specifically to complement the sea of blue denim while the white paint on the walls was designed to reflect the golden tones of the pinewood. Large hyper-graphics on either side of the store – men’s on one wall and women’s on the other – draw in customers further,

The STS store also highlights the newly-remastered Levis Orange Tab collection, which captures the style of the coveted originals.

First used on a line of affordable slim-fitting jeans, jackets and shirts, the range symbolised style and youth during the counterculture of the 1960s. Since then, old-school Orange Tabs have become the ultimate score for vintage collectors and denim heads alike. – William K.C. Kee