Levi’s and Justin Timberlake launch capsule collection
Denim powerhouse Levi’s has just launched a new collaboration capsule collection for AW18 with 10-time Grammy Award winning musician and actor, Justin Timberlake.
The “Fresh Leaves” collection will be sold worldwide at select Levi’s stores, on Levi.com and at select wholesale stores from 4 October. According to the Justin Timberlake website: “Justin worked closely with the Levi's design team to reinvent some of the brand's most iconic pieces in unexpected ways.”
Chief Marketing Officer for Levi Strauss & Co., Jennifer Sey, added: “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.”
The name “Fresh Leaves” comes from the concept of Timberlake making his own mark, and offering a “fresh” spin, on timeless pieces to “leave” behind for the next generation. There are some familiar Levi’s pieces, colours, patterns and silhouettes but twisted, mixed up and remade for a fresh look.
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 501 “Slim Taper”, inspired by how Timberlake 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.
Timberlake first partnered with Levi’s when he was asked to customise the “Trucker” jacket for the 50th anniversary of the iconic piece. The partnership evolved as Levi’s celebrated the launch of his tour by creating eight pieces (Trucker jackets and flannel shirts) for his pop-up shop in New York, and then helped outfit him with custom pieces for the tour itself.
Timberlake, 37, has sold more than 32 million albums worldwide, and has sold out arenas across the world. He’s received numerous awards and nominations and has become one of the most highly respected entertainers in the business. For Levi’s, teaming up with him certainly represents good business.