Levi’s and LEGO have released a special collaboration. Image supplied.
LEGO captures the imaginations of young and old alike which makes the brand’s collaboration with denim brand Levi’s, who are also popular with every age group, a perfect combination. The two iconic brands also share a love of customisation and experimentation which comes through in their clever new collab.
“This is such a fun collaboration celebrating self-expression, creativity and nostalgia,” says Karyn Hillman, Chief Product Officer for Levi Strauss & Co. “It’s Levi’s and the LEGO Group coming together to co-create something really special and new, but undeniably familiar. With the customizable baseplates, Levi’s is now literally a new blank canvas for LEGO play.”
The first-ever flexible LEGO baseplate features on a vintage stonewash Levi’s Trucker Jacket, Levi’s 501 ’93 jeans, as well as hoodies, crewneck sweatshirts, bags and accessories. It’s a pliable LEGO silicone panel onto which fans can create their own customized designs using LEGO DOTS, a new concept that was introduced by the LEGO Group. It is sewn directly on the garment and the wearer can create their own design using the mosaic-like tiles that “snap” onto the baseplates. Each customisable piece from the collection will come with a Levi’s and LEGO Group branded bag of 110 LEGO DOTS, making for lots of options for wearers to express their playfulness and creativity.
There’s also LEGO elements that appear in product details across the collection including primary coloured shank buttons in yellow, red, green, blue, white and black. While the Levi’s standard leather patch has also been converted to a flexible red LEGO patch.
“There’s so much passion and energy in this partnership, working with the creative and iconic Levi’s brand is inspiring, and is pushing the way we innovate the LEGO brand experience,” says Lena Dixen, Senior Vice President and Head of Product and Marketing Development at LEGO Group.
The nostalgic new Levi’s x LEGO collection is available now exclusively in store at LOADED.