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Jeans giant's move reflects cycling being embraced by the mainstream...

Jeans giant Levi’s launched its Fall 2011 collection in New York City’s SoHo last week, not an event that would usually register too much here at road.cc were it not for the fact that the brand is launching a new Commuter Cycling Series, which appears to be squarely aimed at those who want to wear denim while on their bike, whether they’re heading off to work or an evening in the pub.

The key piece in the collection appears to be a pair of 511 jeans with specific features to make them more cycling friendly. Those include a utility waistband including D-lock storage, 3M reflective detailing and a higher cut so you’re not showing acres of flesh while out on your bike. The ones pictured here are cut off at mid-calf length, and it's not clear at the moment if other lengths are available.

Levi’s PR people in the UK tell us that there are no plans at the moment to bring the range to the UK, so for now, unless you or someone you know is headed to the United States later on this year, they’re going to be difficult to get hold off. We’re looking to get further information on the range, however, and will give an update on that once we get it.

There’s no word as yet on price point, but a quick look at a variety of online retailers in the UK shows standard 511 jeans coming in at between £50 and £80, depending where you shop. That compares to £75 for jeans from Howies up to £150 for Rapha.

US-based clothing brand Outlier has jeans-style trousers from around £75-115, but you have to factor in the costs of shipping plus potential additional costs such as import duty.

What Levi’s launch of its range does demonstrate, however, is that with cycling in general, and commuting by bike, on the rise, cycling is moving into the mainstream and big brands are sitting up and taking notice. Where one leads, others inevitably follow, so while the Levi’s range is set to be US-only, at least to begin with, this signal the start of seeing wider availability of cycling-specific clothing on the high street.

Thinking back to Levi’s iconic 501 TV ad featuring Nick Kamen in the 1980s, perhaps the mysterious Mr Opodolous from Eastenders should ask Walford Council to install cycle parking outside the Albert Square launderette, just in case.
 

Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.

4 comments

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handlebarcam [543 posts] 4 years ago
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Does it come pre-stained with black chain marks, for all those hipsters who don't know how to lube their chain, so cannot get that used look through actual use.

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OldRidgeback [2554 posts] 4 years ago
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Can't see fattie Jeremy Clarkson buying a pair, despite his fondness for denim.

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Simon_MacMichael [2443 posts] 4 years ago
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OldRidgeback wrote:

Can't see fattie Jeremy Clarkson buying a pair, despite his fondness for denim.

If the headlines on Monday's red tops (The Sun, curiously, excepted) are true, right now he should be concentrating on keeping his existing jeans on...  3

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headfirst [82 posts] 4 years ago
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The link with pic was published on 1st April....I smell an April Fool....