Sta-cool

Forget the Flat Eric frenzy, says Laura Craik, it's Angel, his Levi's ad co-star who is the real style guru

guardian.co.uk, Wednesday March 31 1999 09.17 BST

I know, I know . . . you're sick to death of Flat Eric. You don't care that the single from the ad is Britain's new number one. You think it's a sad indictment of our times that a whole cottage industry has sprung up from Flat Eric merchandising alone. Frankly, you never want to set eyes on the stupid yellow sock-thing again. Fair enough. But don't hold it against Angel. Who? Exactly. Angel is the bloke we're all supposed to be paying attention to in the ad. After all, he's the one wearing the clothes that Levi's are trying to sell us. And yet the poor unassuming bloke has been ignored, upstaged by a puppet. It can't be doing much for his dignity. Or indeed for the sales of Levi's Sta-Prest.

So, are Levi's miffed? 'I don't think Angel has been overlooked,' says a spokesperson. 'After all, the Levi's Sta-Prest shirt that he wears is currently the best-selling top in the Original Levi's Stores. Anyway, the way our target market has responded to the ads is largely due to Angel's relationship with Flat Eric - they're two cool, chilled mates that anyone can relate to. It's just that Eric's a little yellower.' Even so, we decided to create a homage to the real star of the Levi's ads. Naturally, this isn't a homage without a message: it comes with a gentle suggestion that this spring might be the perfect time to relax into some seventies-inspired retro styles. We don't mean anything as extreme as flares and nasty wing collars. Think short-sleeved shirts. Sneakers. Cords. Vintage denim. Aim for the sort of style that makes you look as though you don't care how you look. After all, you are the man or woman who doesn't have to try too hard, and this is the perfect antidote to White, Sheer, Hippy and all the other trends that warrant the use of capital letters in glossy fashion magazines.

What's more, you won't have to break the bank to dress this way. Does Angel look as if his skinny silhouette cost him an arm and a sharply-creased trouser leg? Nope. The big fashion houses may have been touting the louche, laid-back appeal of seventies styling for a while, but many of the labels pushing the look this season - Simon, Pepe, Miss Sixty - can be found on the high street. Cheaper still is your local flea market, where genuine seventies finds can still be obtained if you look carefully.

Will Angel be im-prest by this tribute? 'He's a pretty laid-back character. I don't think it will register,' says the Levi's spokesperson. Oh well.