LS&Co. Unzipped

Welcome to our blog. Here’s where you’ll find a “behind-the-seams” look at what’s going on with Levi Strauss & Co. You’ll hear from a variety of voices, from both inside and outside the company. And you have the chance to share your thoughts. So read on — and weigh in!

Jul 12 2012

Peddling the Commuter in Japan

If you’re a cyclist in Japan, odds are you know Cherubim, one of the most respected handmade bicycle brands in that country.

It makes sense that when the Levi’s® brand brought its Commuter Series performance wear to Japan, it would turn to Cherubim – and its chief builder, Shin-Ichi Konno, whose father started the company in 1965.

Shin-Ichi’s charge? Design the Levi’s® Commuter Concept Bike that embodies the essence of the Levi’s® Commuter Series, namely form, function and cycling. This video captures his approach.

Japan’s bike culture was put to the test when Levi Strauss Japan collaborated with Goldsprint to search for Japan’s fastest cyclist. If you don’t know, Goldsprint is known for its bicycle rollers racing and social events, where cyclists compete by sprinting on stationary bikes set atop rollers.

The Goldsprint Levi’s® Japan Grand Prix was staged in four locations and attracted more than 200 cycling competitors.

One race was staged at the Osaka Cycle Festa, an exhibition and party that’s part of the Osaka Cycle Tour. The event attracted 12,000 participants, who had an opportunity to see the Cherubim Concept Bike and products from the Levi’s® Commuter Series.

As you'll see here, the Grand Prix contestants take this stuff seriously...

Posted By: Cory Warren, Editor, LS&Co. Unzipped

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Tags: Events,Levi's®,Style

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