K-pop girl group NewJeans stands in front of a plain background wearing Levi's® products


K-Pop Group NewJeans Partners With Levi’s®

Levi Strauss & Co.
March 14, 2023

The Levi’s® brand is partnering with NewJeans, one of Korea’s top K-pop girl groups, to further its ambition to engage younger customers.

The all-girl K-pop group first gained popularity with their single “Attention,” which has amassed over 44 million views on YouTube, and continued momentum with their following release, which landed on the Billboard Hot 100. The group’s name, NewJeans, represents the group’s desire to be as timeless to culture as jeans are to fashion. No jeans have stood the test of time like the Levi’s® 501® jean, which has influenced the fashion world for 150 years, making the collaboration between the Levi’s® brand and NewJeans a perfect partnership.

“We’re honored and thrilled to represent Levi’s®, a timeless brand that literally created the world’s most iconic new jeans while constantly looking towards the future,” said NewJeans. “Because of their genuine support for youth culture and our admiration for their beautiful brand, this is a natural partnership.”

To kick off the partnership, the Levi’s® brand will release a marketing campaign for the Levi’s® Spring/Summer 2023 collection that highlights the group’s positive attitude and each member’s unique personality. The iconic group will be dressed in 501® ’81 jeans and 501® Original jeans, as well as Levi’s® T-shirts, denim shirts and truckers. NewJeans will also perform in Seoul on May 20th to mark 501® Day, celebrating the day the patent for riveted pants was granted in 1873.

“NewJeans is a talented group that has looked to the past for inspiration while boldly blazing their own unique future in culture,” said Chris Jackman, vice president of Global Brand Marketing at Levi’s®. “As the group’s influence on the music industry and culture continues to grow, we’re excited to be a part of their journey and help NewJeans connect with fans globally in a fresh and authentic way.”