Celebrate limitless imagination with wearable art.
LEGO bricks have been a big part of almost everybody’s childhood, and some even up to adulthood. Memories of adventures have been built using these blocks. They allowed us to dream up the most colorful creations, and sharpen our imaginations. We took this fascination with creative experimentation with us as we grew and instilled it into our very being, fostering a thirst for self-expression which we have then found in Levi’s. No other brand loves creativity and playfulness, as well as infinite customizability, more than the denim brand. Merging their strengths and fondness for artistry, expression, and individualism, LEGO and Levi’s have teamed up for a one-of-a-kind collection.
“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.”
Exclusive to the collection, the collaboration features the first-ever flexible LEGO baseplate that’s sewn onto Levi’s vintage stonewash trucker jacket, hoodie, crewneck sweatshirt, and accessories. The ingenious baseplate is made of a pliable LEGO silicone panel. Using this, you can create your own customized designs using LEGO DOTS—a new concept that was introduced by the LEGO Group earlier this year. Form images, patterns, and anything you can dream of by using the mosaic-like LEGO DOTS tiles that snap onto the baseplates. Graphic tees are also included in the collection. And while they won’t carry the customizable baseplates, they feature unique co-branded graphics that will excite fans of both brands.
Customization pieces from the collection will come with a Levi’s and LEGO Group branded bag of 110 LEGO DOTS, providing you with a playful canvas for self-expression with endless options. LEGO elements also appear in delicate details across the collection, including primary-colored shank buttons in yellow, red, green, blue, white, and black. The Levi’s standard leather patch found at the back of their famed denim pants 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 emotional connection to your beloved pair of Levi’s and fondness for LEGO make one dynamic pairing, translated into a unique collection of nostalgia, playfulness, and creativity.