Levi’s Red Loop – The Premium Side of the Denim Story

Levi’s, the world’s best-selling jeans brand, is leading India into premium denim territory and its Red Loop range priced above Rs 2,500 is experiencing double digit growth since its introduction two years ago, according to K Venkataramani – marketing director.


Levi’s (Rs 2,500 and above) has seen sales soar over recent months and is working tirelessly to ramp up its premium offerings via their Red Loop range of fashionable clothing.

Our relaxed fit jeans for men offer a classic put-together look with loose through the thigh and tapering knee seams, creating a modern and effortless style for any event or special occasion. Choose from various washes such as stonewashed, black and classic indigo blue to find just the perfect pair – we even have stretch and non-stretch versions as well as accommodating big and tall jeans for larger builds!

Combining jeans with a rugged denim trucker jacket and a crewneck tee is the key to creating the ultimate ensemble. Or go for more laid-back styling by pairing our 550 Relaxed Fit jeans with our raw denim shirt from Plaid Shirt Nation; raw denim is extremely dark and tough, showing strain/creases from wear over time, creating unique pairs.


λιβαισ jeans are constructed from 100% cotton. Although machine-washable, for optimal longevity and color preservation it is suggested to wash sparingly as more frequent washing may cause their colors to fade over time.

Levis jeans are crafted on authentic shuttle looms with selvedge finishes to distinguish each pair as distinct identification markers on its edges. In the latest episode of ‘From the Archives,’ Levi’s historian Tracey Panek provides insight into this fabric type as well as demonstrating one of their oldest looms.

In the 1920s, jeans became increasingly popular among outdoor workers who worked under harsh conditions. It may have first seen widespread popularity during the dude ranch craze when vacationing Easterners returned with tales and examples of their hard-wearing jeans from vacationing Westerners.

Levi’s sales began to decline as other manufacturers introduced higher quality denim at lower prices, prompting it to relocate production overseas and close some U.S. factories; today most Levi’s jeans are produced abroad while Dockers is still produced domestically.


These jeans do not contain selvedge denim, meaning it was not woven on vintage looms. Even so, it remains high quality with soft yet strong material with unique coloring that will hold up well over time.

When it comes to washing Levi’s red loop jeans, hand washing is the most authentic and energy-saving method. Doing it this way helps avoid shrinkage and fading while saving energy consumption. Simply turn your jeans inside out before placing them into lukewarm water with mild detergent that does not contain bleach for washing by hand.

If you don’t want to wash your jeans every time, spot treating with a dry brush and soap can help lift stains more effectively, making them more comfortable to wear in less time. Also consider hanging them instead of drying them to preserve their shape for best fit and longer durability.


Levi’s brand of jeans has long been an American icon, known for their signature red loop style jeans worn by hardworking miners and ranchers, pop culture icons like Marilyn Monroe and Kurt Cobain, American presidents, school children at recess, and children playing outdoors – it even made it onto President Ronald Reagan’s presidential campaign trail in 1984! Since 1869 this iconic red loop jean has been worn by hard-working miners and ranchers, as well as pop culture icons like Marilyn Monroe and Kurt Cobain as well as kids at recess.

Though it can be challenging to identify vintage Levi’s jeans, some simple checks can help you distinguish a genuine pair from an imitation one. Start with looking at the red Levi’s tab on the back pocket – if it features an “E” facing outward, that suggests they were made before 1955.

One method of checking the age of Levi’s jeans is by looking at their care label inside the waistband. This should contain a number that matches up with its red tab number or lot number; if it’s missing or contains the letters XX in lower case letters, that indicates your jeans were manufactured post-1986 and you can proceed to step 1d.