Wednesday, 30 April 2014

Keep Cool This Summer with Levi’s® COOLMAX®

COOLMAX® is your go-to-gear 
to survive the extreme temperatures and humidity
of Summer 2014.

Jeans are an item of clothing which many people cannot do without. Almost every person has a favourite pair of jeans in their closet which they wear on a regular basis, year round. However, when the summers start approaching, especially in countries like Pakistan, jean wearers face serious problems as the weather does not permit them to adorn their favourite pair due to soaring temperatures.However, they need worry no more as world renowned and innovative apparel brand Levi’s® has come up with a fashionable solution which allows everyone, everywhere the opportunity to wear their favourite Levi’s® denim—and non-denim styles year-round. This April Levi’s® has globally launched their new COOLMAX® line, which as the name suggests, is a collectionthat has been specifically designed to beat the heat.

Understanding the dilemma faced by their customers in sweltering months, Levi’s® collaborated with a fabric based company in Wichita, Kansas, Invista to combine their Coolmax fabric with Levi’s® denim, and create the Spring/Summer 2014 line which will change the perception that jeans can only be worn in cooler months. The Coolmaxfibres are not only woven differently - in a zigzag pattern as opposed to the traditional rounded pattern - but they also evaporate perspiration four times faster than any other clothing. These thermo-regulating fibres help in moving perspiration away from the body, allowing it to evaporate faster and enabling the fabric to breathe.

This means that you don’t have to give up wearing your favourite pair of jeans this summer. All you have to do is visit your nearest Levi’s® store and pick up a pair from the new COOLMAX® line.

About Levi’s®
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit


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