“Connubia Reefby Levi’s®”
The Levi’s® brand partners with Connubia for Milan Design Week to create limited-edition Reef armchair.
To mark the occasion of the Milan Design Week – taking place in the city from June 6 to 12 -Levi’s® and Connubia have partnered to create a limited-edition collection of armchairs based on Connubia’s well-known Reef design.With a total of just 100 pieces, the“Connubia Reef by Levi’s®” armchair has been designed with sustainable thinking at the forefront through the use of environmentally conscious materials.
The Levi’s® brand is happy to partner with the young design brand by Calligaris Group, Connubia, which has been inspired by the new #connubity concept: creating a new community of people bound by the same passion for a fresh and dynamic design and for the irreverent news. Both brands share not only a story of togetherness and inclusion and a bold pioneering spirit, but also a passion for combining tradition and innovation in order to create timeless but extremely contemporary products. This collaboration represents a new step forward towards a more responsible production across different products categories, reaffirming the strong and long-standing commitment tore thinking the design process to less enthe environmental impact.
As never before, it’s now important to create an emotional connection with objects to feel welcomed and at ease in any situation. That’s why”Reef”comes to life, an armchair as an embrace. Informal and versatile with generous and enveloping shapes, it was created to welcome and accompany family chats, solitary evening readings or business meetings. Its timeless lines create an iconic product that features Connubiayoung, colorful and informal spirit.Connubia Reef by Levi’s®perfectly embodies also the Levi’s® philosophy on durability which extends beyond just everyday use and, exactly like any other Levi’s® denim piece, it is designed to last over time.
Connubia Reef by Levi’s®armchair, designed by Michele Menescardi, features elements designed with a more sustainability approach in mind and created entirely with post-consumer recycled fabrics. The internal structure is made of FSC® certified wood (wood from forests that are managed properly and responsibly according to environmental, social and economic standards). The padding is composed of recycled polyurethane foam obtained from the agglomeration of bulky waste (sofas, mattresses) and production waste from furniture and textile industries. It features also a thermo-bonded polyester fiber wadding consisting of at least 70% polyester fiber obtained from recycled white polyester post-consumer box. Even the packaging design was guided by sustainability principles and made of recycled cardboard. The inner bag is made of bio based plastic composed of renewable biomass, i.e. plants.*
The denim used to cover the armchair is 100% made in Italy and by Candiani Denim, Levi’s® historical premium supplier, capable of deeply woven sustainability and innovation into each fabric conferring it inimitable quality and uniqueness.In fact, the special denim cover is made with water-saving techniques and cotton from sustainable sources. This denim is not the only distinguishing element of the Connubia Reef by Levi’s®,which features also the iconic Levi’s® Red Tab™.“
We are delighted to be part for the first time as a brand to the thrilling program of the Milan Design Week, one of the most important and inspiring cultural events in the world. We are proud to take the stage thanks to this environmentally responsible collaboration with Connubia, a young brand that proudly shares and supports our values”says Diana Dimitian, SVP Managing Director South Europe, North Africa Levi Strauss & Co.
“We’re happy to present the result of this collaboration launch in the new perfect match between fashion and design.The partnership came out naturally as the Levi’s® brand shares many Connubia core values and it immediately understood the innovation spirit of the Reef armchair: a product that fully embodies the heart of the youngest and most irreverent brand of the Calligaris Group, where every element has been designed with more sustainable approach in mind. It’s the first external collaboration for Connubia that enters the world of fashion thanks to such a prestigious partner emphasizing and spreading out its sustainability message”– Stefano Taboga, Global Marketing Director at Calligaris Group.
The “Connubia Reef by Levi’s®” limited edition comes up in 100 pieces and will be presented during the much expected Milan Design Week2022in a private launch event taking place at the new Levi’s® pop up store in Via Vincenzo Capelli1in Milan. Then, Connubia Reef by Levi’s®will be available online onConnubia.com from June 7th.
