The brands are ringing in the big 5-0 – the anniversary of our Type III Trucker jacket and 505 jean, as well as Rolling Stone’s inception – with a hot new collaboration featuring clothing and accessories. It celebrates the rich history both brands share from the center of music and style.
“We are very easy bed partners, in a way,” Jonathan Cheung, Levi’s® head of design, told Women’s Wear Daily. “Levi’s® has been present in the history and evolution of popular music, adopted by musicians and young people who have followed them and founded subcultures. It has unwittingly been featured in so many issues of Rolling Stone as they have covered this world.”
The partnership officially kicks off this weekend at the SXSW festival in Austin, Texas, with special panels, exhibits and product from the collection, including shirts, pins and patches. The yearlong program is an opportunity for Levi’s® to join forces with a music powerhouse that shares the same iconic status and music legacy throughout its history.
Heading out to SXSW? Be sure to swing by the Levi’s® Outpost. Attendees can check out concerts by Gary Clark Jr., Mystery Lights, Francis & the Lights and Lo Moon, as well as a “Denim by the Decades” mini-exhibit of Levi’s® ties to music over the last 50 years. On March 14, Jonathan will join Rolling Stone creative director Jodi Peckman and photographer Mark Seliger to talk about the intersection of music and style as part of a panel called “Looking Under the Covers.”