Hasta La Ideas

An exclusive video documenting Billy Reid’s modern Americana spin on Levi’s workwear roots

For both the neo-Americana-obsessed and denim-heads alike, menswear designer Billy Reid’s collaboration with Levi’s is a holy brand pairing, marrying Levi’s workwear roots with Reid’s modern cuts, fabric choices, and finishes. This behind-the-scenes video (a Cool Hunting exclusive) visits Reid at work on the craft of deconstructing garments for the 10-piece collection, as inspired by a visit to the legendary Levi’s archive.

Citing a worn and stained work apron from the turn of the century as his “muse,” Reid incorporated it into several of the designs. A hunting jacket has a removable, fully-functional version of the apron that works as an internal game pouch, while the design of a tote comes from experiments in folding the apron into a bag shape.

Images of the resulting garments (also exclusive to this publication) play to Reid’s own down-home heritage, using his annual “Shindig” held at his Florence, AL headquarters as a setting for working musicians from the neighboring town of Muscle Shoals to model the line. Check out more from the series as well as product shots in the gallery below.

Following Levi’s successful collaboration with Robert Geller last year, this project is Levi’s third tapping winners of GQ’s “Best New Menswear Designers in America.” You’ll want to hurry to Bloomingdale’s and Billy Reid locations, or their online stores, to scoop up the goods (ranging) from $45-$295) when they debut 10 September 2010.