The Levi’s® Brand announced today the launch of its collaboration with 10X Grammy-Award winning musician and actor, Justin Timberlake. Together they are launching the Levi’s® x Justin Timberlake Fresh Leaves collection, a modern take on Levi’s® iconic pieces inspired by Justin’s love of music. The inaugural Levi’s® x Justin Timberlake “Fresh Leaves” collection will be sold worldwide at select Levi’s® stores, on Levi.com and at select wholesale stores starting October 4th.
“As a symbol of authentic self-expression, Levi’s® have always been worn by musicians with original voices as well as by their fans all over the world. Justin embodies the authentic spirit of Levi’s® and we are proud to partner with him on this collection,” said Jennifer Sey, Chief Marketing Officer for Levi Strauss & Co.
The name “Fresh Leaves” derives from the concept of Timberlake making his own mark and offering a fresh spin on timeless pieces to leave behind for the next generation. He worked with the Levi’s® Design team to reinvent some of the brand’s most iconic pieces in unexpected ways, resulting in classics with a twist – familiar pieces, colors, patterns and silhouettes but twisted, mixed up and remade for a fresh look.
“Clothes are as important to a musician’s creative process and performance as the music itself. This Levi’s® collection is my attempt to share some of my experiences with fans,” said Timberlake. Justin partnered with the Levi’s® design team to create the exclusive collection during design and listening sessions at the brand’s San Francisco Eureka Innovation Lab, the Levi’s® Archives and their showroom in Los Angeles called the Haus of Strauss. The result was a 20-piece men’s collection grounded in the most iconic fits through the lens of the unexpected and modern.
“We immediately connected with Justin on creating pieces that blended the familiar with the unexpected. Inspired by the stories behind Justin’s music, we used classic materials – canvas, plaids, camo, flannels, sherpa and denim and put them onto familiar silhouettes and Levi’s® icons but remixed them by infusing streetwear elements and hits of modernity,” said Karyn Hillman, Chief Product Officer for Levi Strauss & Co.
The capsule collection introduces the best of the Levi’s® icons, all rooted in quality craftsmanship and premium fabrics.
The collection offers modern streetwear hints and plays with proportions, offering oversized and longer lengths, and adding hoods on truckers and shirts. The iconic Levi’s® Red Tab and signature ‘Two Horse Pull’ leather patch both feature black writing, unique branding elements exclusive to this collection. Key pieces include a new addition to the Levi’s® fit portfolio — the 501® Slim Taper – the newest member of the 501® Family, inspired by how Justin wears his 501® jeans. Another standout piece is the denim camo Trucker jacket, printed using the Levi’s® brand’s recently launched Project FLX digital laser technology.