A Nostalgic, Playful and Creative Collaboration: Levi’s x LEGO

Everyone grew up loving LEGO bricks and many of us are still loving it very much in our adult lives. LEGO is the ultimate platform for creative experimentation and development.

Who loves creativity and playfulness? Levi's. This collaboration teams up two brands with the same drive.

"This is such a fun collaboration celebrating self-expression, creativity and nostalgia," said 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 customisable baseplates, Levi's is now literally a new blank canvas for LEGO play."

This collaboration and collection features LEGO's first-ever flexible baseplate. It's a pliable LEGO silicone panel where fans can create their own customised designs using LEGO DOTS - a new concept created by LEGO Group earlier this year.

These baseplates are sewn onto the garment, create your own design using mosiac-like tiles that snap on easily. The baseplate will be available on a vintage stonewash Levi's Trucker Jacket, Levi's 501 jeans, and an array of hoodies, crewneck sweatshirts, bags and accessories.

Other than the baseplates, LEGO elements also appear throughout this collection, from primary coloured shank buttons to Levi's standard leather patch being switched out for a flexible red LEGO one instead.

"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,” notes Lena Dixen, Senior Vice President and Head of Product and Marketing Development at LEGO Group.

This collection will be available exclusively in New Zealand at LOADED from October 1st 2020.