Levi's creates a blank canvas for Lego wearable art
Levi’s and Lego: two iconic brands from two very different realms have combined to create the coolest wearable art around.
Oct 8, 2020
Lego blocks are the ultimate platform for creative experimentation and development, while Levi’s has long been synonymous with creative customisation. The new partnership sees Lego adding base plats and LEGO DOTS to classic Levi’s apparel. Lego baseplates will be available as a customisable patch on a vintage stonewash Levi’s Trucker Jacket, Levi’s 501 ’93 jeans, and a line-up of hoodies, crewneck sweatshirts, bags and accessories.
Who doesn’t love Lego bricks? And who doesn’t have a fond Lego memory from their childhood, or even adulthood?
That sense of nostalgia has driven the special new collaboration between two iconic brands, for a special range of Levi’s apparel augmented with fun and funky customisable Lego baseplates.
“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 customisable 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. It’s a pliable Lego silicone panel onto which fans can create their own customised designs using LEGO DOTS, a new concept that was introduced by the Lego Group earlier this year.
Sewn directly on the garment, anyone can create their own design using the mosaic-like tiles that simply ‘snap’ onto the baseplates.
The baseplate will be available as a customisable patch on a vintage stonewash Levi’s Trucker Jacket, Levi’s 501 ’93 jeans, and a line-up of hoodies, crewneck sweatshirts, bags and accessories.
Customisation pieces from the collection will come with a Levi’s and Lego Group branded bag of 110 LEGO DOTS, so that fans have a playful canvas for self-expression with endless options.
Lego elements also appear in product details across the collection including primary colored shank buttons in yellow, red, green, blue, white, and black. The Levi’s standard leather patch has also been converted to a flexible red Lego patch.
The Levi’s and LEGO DOT garment collection is available exclusively in New Zealand through www.loadednz.com.