Livid Jeans: The Inside Story of the Retail Line

The hardworking Norwegians from Livid Jeans has stepped up their business with the introduction of a Retail Line to go along with their Handmade Line. With collections to be launched two times a year, the Retail Line consist on a bigger variety of products in different quantities. It’s produced in a small family owned factory in Barcelos, Portugal where it’s sewn by only five workers and crafted on non-automated industrial machines. It’s good, it’s really good!

Already available online are two spanking new fits made from a rope dyed 12.9 oz. dry denim from Japanese Kuroki. It’s a top of the line non-selvage denim quality in a rich blue indigo colour in a tight right hand twill construction. The Livid Jeans backpocket embroidery is stitched in high quality poly core cotton thread with the bottom part reinforced with ecru lining for more durability. Other than that they feature reinforced front pocket opening, durable ecru coloured pocket bags, brass rivets and fly with four brass doughnut buttons. And don’t wait around too long, the jeans are limited to 400 pieces.

To accompany their move into general retail Livid has set up a wear & tear project, The Inside Story they call it. It’s pretty simple, you buy a pair of Livids (here) and wear them everyday until October 1st 2013. Participants are encouraged to keep the rest of us updated with pictures of the break-in process (send them to [email protected]). The winning pair will be reproduced in a limited batch with their story and the name of the winner imprinted on the inside pocket of every pair. Do whatever you want with the jeans, but Livid recommends you to not wash for at least five months.

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Thomas Bojer

Founder and editor-in-chief at Denimhunters

Thomas got into denim through a keen interest in manufacturing and a love for the well-faded jean. He's based in Copenhagen, Denmark, but he travels as much as his job allows. Through Denimhunters he has found a way to share his passion with likeminded enthusiasts while learning more about the blue fabric. Thomas' favourite jean is the 1947 501XX and he has a soft spot for Red Wing Shoes.