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A Rivet-ing store

Levi's Rivet, the first and only Levi's Icon store in India, is in our city


Cowboy jeans. That's the image that sticks when you hear the story of the first ever copper-riveted jeans. Created by Levi Strauss in 1873, these jeans were unwashed and would shrink after the first wash.

So cowboys and pioneers would buy them two sizes too large, wear them and get into a horse water trough, allowing them to dry and `shrink-to-fit'. Wow! Talk of the splendid history of jean fits.

Bangalore can now boast a Levi's Rivet, the first and only Levi's Icon store in India. And yes, much before Delhi and Mumbai, Bangaloreans had better gloat that their brand-consciousness, aspirational levels and buying powers are being recognised.

What strikes you first at this store in the Leela Galleria is the stunning facade constructed of 8,000 copper rods, and 16,000 Levi's buttons —

The History Wall. It's an interactive walk through Levi's 150-year history peppered with photographs, old ads, replicas of their vintage products. The old merges seamlessly and conveniently with today's tech world.

Adding to the sensory overload is an interactive touch screen, an electronic book whose pages turn automatically as you move along the wall. Don't miss the ceiling either, built of 15,000 strips of copper, painstakingly hung on a mesh suspended above it.

Oh yes, and there are the denims too, if you miss it all in the sumptuousness of the happening store.

Rivet currently offers a range of innovative denim and jeans wear such as the Levi's Vintage Clothing range that features limited edition reproductions of garments from their archives. Levi's Red represents the next revolution in jeans wear, Levi's 501 is the original button-fly jeans, and Levi's Red Loop showcases the latest international jeans wear off the streets of world capitals of fashion.

The clothes are displayed innovatively — sometimes like lab specimen in glass cubes or sometimes with their uber-chic ad campaign posters lining the floor irreverently.

Bales of denim are strewn casually and mining carts act as display stands. It's a store as much to see and be seen in, as it may be to buy jeans. So if your pockets are feeling heavy and you want to lighten them up a bit with some hip denim wear, head to the Levi's Rivet at C14/15, Level C, The Leela Galleria, The Leela Palace Hotel, 23, Airport Road. Phone: 2521 2201.

BHUMIKA K.

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