John Grvy, the new image of Levi’s 551 Z Authentic Straight

Madrid-based producer John Grvy signs with Levis to be the new product image of the 551 Z Authentic Straight model. The demand for men’s clothing returns to its origins; straight patterns return to the streets and Levis pulls from the archive to satisfy the trends of the demanding public. The denim model returns in new colours, with practical details and more sustainable production technology.

Inspired by the 1961 silhouette, the new reinforced 551 Z Authentic Straight jean features a straight leg. In other words, a much looser structure than the previously popular superskinny jeans. The public wants more freedom of movement. It also has a zip fastening that replaces the classic button placket for a more urban aesthetic.

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The new Levis is available in a wide range of finishes spanning the lightest and darkest shades. New adaptations range from a more comfortable look to sustainable manufacturing technology. The company replaces cotton with “cottonised” hemp; an unparalleled feel and look. This new raw material requires less water, fewer chemicals and less land to grow cotton.

The 551 Z Authentic Straight represents the trends set in the 1990s, but all the character required for 2021. To shape this launch, Levis has thought of producer John Grvy. This young man from Madrid is considered one of Spain’s emerging talents on the music scene. His latest feat was with the duo Delaporte, with whom he achieved millions of streams. Currently, the artist is immersed in the studio preparing his first studio album.