Earlier this summer, American denim giant Levi’s relaunched a must-have from the 1990s: the SilverTab line of baggy jeans, which is available both in the brand’s stores and online.
What we hadn’t seen yet, however, is the campaign that relaunched the lose-fit denim made under the direction of NIGO, with the involvement of a few of his friends, launched last week.
The SilverTab line was originally launched in the late 1980s, immediately becoming a must-have for the entire Generation X that grew up in the 90’s: big n’ baggy, slightly faded jeans that could be worn paired with the classic oversized tees and slightly chuncky sneakers of that era.
Skateboarders, writers, rap artists, all wore baggy jeans in the 1990s, and Levi’s itself was pushing its line a lot, but with the early 2000s the focus shifted to other designs by discontinuing them.
In the recent period, however, comfortable fits and Y2K fashion have revived baggy, comfortable jeans in an overpowering way. In fact, there has been a massive demand for vintage denim from the era, and on Depop everyone is looking for a SilverTab OG piece.
“I think what’s made them so popular is that there are no brands that are making baggy fits like that anymore“, said Sam Trotman aka @samutaro when Levi’s made a selection of SilverTabs in late 2020. “People are buying vintage to get that OG ’90s fit and authentic character that you just don’t get in new jeans today”.
The relaunch of this line therefore comes at the perfect time, and to give it greater prominence, Levi’s brought in a longtime friend like NIGO and entrusted him with the campaign dedicated to this comeback in style.
The campaign gives new life to the SilverTab line and baggy denim jeans and involved a few of NIGO’s friends such as: Verdy, CHAI, Japanese female rapper duo chelmico, hip hop group Scha Dara Parr, the kickboxer Tenshin Nasukawa and other notables from the Japanese music and creative scene, directed by Kenzo’s newly appointed creative director himself.
Below you can take a look at the video made especially for the relaunch of Levi’s SilverTab line.