Levity Records - Elevation

Levi’s (yes, the fashion label) have just announced the arrival of Levity. 3D investigates the Levi’s jean pool to find out what the hell Levity actually is.

It’s doubtful that when Levi Strauss arrived in the US in the mid 19th Century he knew his denim company would go on to become one of the most influential and important fashion labels in the industry. It’s also highly unlikely he even dreamed his company would start a record label. Music? The phonograph wasn’t even invented for another 20 years, and the likes of Elvis and The Beatles (and therefore pop music) wouldn’t be born for another 50-odd years!

But Strauss’ most successful brand, Levi’s, has done just that – venturing into the music scene, creating the record label Levity. Collaborating with the newly formed music marketing company Rodriguez (headed by former Channel [V] and Max marketing director Andrew Valder), Levi’s also recruited Todd Wagstaff as their A+R man, having in the past worked with the likes of The Vines, You Am I and Mercy Arms.

New Zealand indie rockers Cut Off Your Hands are the first signing, and the future is looking very bright indeed for the quartet. With their debut EP Blue On Blue (an ode to Dylan, perhaps?) being released now, COYH have already been receiving acclaim from the likes of Pitchfork and NME, and were invited by BBC’s Steve Lamacq to be guests on his radio show. Then there’s the endless praise in Australia and their native country, thanks to constant touring (you may have already unknowingly seen them, under their previous moniker Shaky Hands). Even now – as you read this – they are in the midst of a national tour with Canberra’s Young + Restless.

Comparisons to The Stooges, The Strokes, The Smiths and Buzzcocks abound, but the one thing hat has set these kids apart from the rest is their explosive, frantic stage show. Rolling Stone proclaimed them the “finest purveyors of controlled chaos” while Vice think they’re good enough to be a revolution, stating, “from now on songs will be no longer than 2.20, guitars will skittle, rhythm will stab and everything will dance, fast.” Levi’s obviously agree, and by making Cut Off Your Hands their debutant act it also kinda makes them the unofficial face of the label, by default. You may have seen their advertising around town – hell, they’ve been gracing 3D’s back page on and off for weeks now! It’s the poster featuring an awesome live shot of singer Nick screaming into the mic. It’s also the poster with the incredibly blue jeans!

Yes, it’s obvious Levi’s are using this to promote their clothing as well (um…why wouldn’t you?), but it’s more than just a cash-in. Levi’s are also reissuing their most famous style cut in history – the 501 – which, through its marketing campaign tie-in with the Levity label, will no doubt become the fashion item du jour. Again.

Bring it on, we say!

WHO: Levity
WHAT: Cut Off Your Hands debut EP, Blue on Blue
WHEN: Out now
MORE: levityland.com