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The jean-ius of Levi is the key look for summer.

Jeans never go out of fashion. They're com-fortable, reliable and can be teamed with almost anything to create different looks ( whatever the season.

They are the staple item of most men's wardrobe and a definite must for the months ahead.

Gone are the days when jeans were only worn as a casual item at weekends. In recent years we have started to see jeans out on the town in the evening and also in the workplace.

And this is not the only clothing trend we have witnessed in the last few years. Now more shoppers are turning to supermarkets to buy their clothes.

Levi Strauss Signature offers a range of jeans and clothing for men which are sold exclusively through supermarket channels.

The Levi Strauss Signature range builds on the style and reputation of the original blue jean icon while celebrating a winning combination of fashion and affordability.

Asda employees Mark Wilkinson, who works on the home and leisure department, and grocery advisor Jonathan McMacklin, were delighted to check out this hot new collection.

Mark, 23, from Whickham, was impressed with the new range. He said: "The Levi Signature collection is great and I've really enjoyed modelling the clothes. I've been admiring the range on sale at Asda and really liked everything that I tried on."

Jonathan, 24, from Sunniside, who has worked at Asda for the past six years, agreed: "Trying on so many key looks has been really good fun. I'll definitely be doing a bit of shopping after work."

This season's look is inspired by one of the most colourful locations on earth ( Miami.

Key outfits for the season include boot-cut jeans with an authentic sunbleached finish and hand distressed detail to pockets and hems, vintage sandblast regular zip fly jeans with stretch for added comfort and style, striped polos and raglan T-shirts with effervescent graphics in a strong range of complimentary shades.

Christophe Winnock, merchandising manager at Levi Strauss Signature, said: "The Miami theme is perfect for the spring/summer range ( it's a very distinctive look; Miami in the summertime, cool and stylish.

"It's all about the beach ( the collection captures palm trees, golden sands, the warm sea breeze, with an influence from surfing, skating and pool parties."

The collection features blues, oranges and browns ( key colours for spring. It has been created with today's fashion consumers in mind, who demand high quality products at great prices without compromising on design or durability.
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Publication:Evening Chronicle (Newcastle, England)
Date:Mar 18, 2006
Words:407
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