Summer wear is all about cotton sundresses and nifty shorts-and-tank-top pairings—perfect for the season’s scorching heat. But don’t put your denims in storage just yet. This summer, Levi’s is launching COOLMAX, an innovative collection specially designed to help you withstand sweltering hot weather, all year-round.
Levi’s cutting-edge COOLMAX collection is part of the brand’s “Keep Cool” campaign, which is out to prove that denim is never too hot nor too heavy to wear even during the warmer months.
Kaths Laudit, Levi’s Philippines marketing head, affirms this, explaining that “the main idea of this campaign is to allow Levi’s lovers to wear their favorite denim apparel whatever the temperature is outside.”
The COOLMAX collection includes an assortment of apparels for men and women of different ages.
For men, Levi’s offers the non-denim Levi’s 511 slim cut in three colors (Washed Water Blue, Sand Bar and Plaza Taupe); the classic five-pocket jeans available in three different cuts (504 regular straight, 511 slim, and 513 slim straight); the 508 regular tapered denim shorts; and the classic single-pocket, button-down shirt in soft, breathable cotton blend.
For women, Levi’s offers the “denim for all seasons,” which is available in three different cuts—skinny, straight, and cropped. You can pair these with unstructured tops and chunky accessories or add strappy stilettos in bright hues to crank up the style factor.
Engineered for comfort and woven with COOLMAX fibers that create a cooling effect, this denim collection offers optimum relief from the summer heat, enabling the body to breathe even as it is in constant motion.
COOLMAX, a look-great, feel-great collection that allows the wearer to stay cool and stylish at the same time, offers smartly rendered classic and sophisticated styles, but in fresh washes that are perfectly on trend for the season.
COOLMAX is now available at selected Levi’s retail stores nationwide this summer.