BAGGY. BRILLIANT. BACK IN THE GAME.
LEVI’S® SILVERTAB™ & 194 LOCAL
Campaigns and Collaborations /
December 2022
The ’90s called and we answered with a color-popping collab featuring vintage experts 194 Local and our legendary SilverTab™.
Founded in 2018 by Elliot Cook, 194 Local is an East End label that specializes in vintage menswear and designer clothing from the mid-‘80s through the late 2000s, with a special focus on designers and brands from the U.S., Europe, and Japan.
One of their personal favorites is vintage Levi’s® SilverTab™. “We just really like baggy jeans,” says Cook. “And SilverTab™ was the best-fitting jean we found. All we carry in denim is vintage SilverTab™.”
BAGGY. BRILLIANT. BACK IN THE GAME.
For their new collaboration with Levi’s®, 194 Local relied on new Levi’s® SilverTab™ Loose Fit Jeans rather than vintage, but the effect is still all about the baggy.
Each jean in the collection is overdyed in one of four colors—lavender, mustard yellow, rust red, and chocolate brown. The colors are all based on things they liked and had in their shop from the 90’s—like a pair of Armani trousers, or a Fresh Jive tee. Each of the jeans also features 194 Local embroidered below the front left hand pocket.
It’s all meant to capture the look and feel of what both Pacitti and Cook see as a golden era of design, an era in which Levi’s® SilverTab™ played a huge role. “The ‘90s just had the best fit in baggy jeans,” says Cook. “From skate companies, to Japanese designers, to Levi’s®, it was just the era that had the best design.”