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Levi's announces collaboration with LEGO

Tom Shearsmith
10 September 2020

Levi's has announced an upcoming collaboration with The LEGO Group, releasing a line of clothing featuring an exclusive customisable LEGO baseplate.

Exclusive to the collection, the collaboration features the first-ever flexible LEGO baseplate, which customers can use to create their own customised designs using LEGO Dots. Sewn directly on the garment, customers use the mosaic-like tiles to connect onto the baseplate.

The baseplate will be available as a customisable patch on a vintage stonewash Levi’s Trucker Jacket, Dad Crop Trucker Jacket, 501 ’93 Straight Jeans, as well as hoodies, crewneck sweatshirts, and accessories.

Karyn Hillman, Chief Product Officer for Levi Strauss & Co., said: "This is such a fun collaboration celebrating self-expression, creativity and nostalgia. 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."

Customisation pieces from the collection will come with a Levi’s and LEGO Group branded bag of 110 LEGO Dots, which can be "used as a canvas for self-expression".

Graphic tees are also included in the collection, featuring unique co-branded graphics. The Levi’s standard leather patch has also been converted to a flexible red LEGO patch.

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

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