Chicago has been part of the Levi’s story for more than a century. Next week, we’re starting the brand’s next chapter in the city.
Today we announced our new Levi’s® flagship store on Michigan Avenue, opening to the public on Friday, November 6. But we’re not waiting until then to start celebrating. A full city takeover kicked off this week under the theme “Where Originals Meet,” a nod to Chicago’s creative community and the brand’s deep roots in it.
Why Chicago
Chicago is one of the biggest apparel markets in the U.S. and has always been central to who we are. That makes it the perfect location to bring our DTC-first strategy to life by giving locals and tourists a space built specifically to connect with fans.
“The brands people love most go beyond retail. They show up as a platform, a place that reflects the community back to itself. Chicago has been part of our story for over a hundred years, and this flagship is our commitment to deepening that relationship,” said Gianluca Flore, Chief Commercial Officer at LS&Co.
“It’s also a demonstration of what our direct-to-consumer-first strategy looks like when it’s fully realized. Not just owning more of the transaction, but owning more of the relationship with the fans and communities that have always made this brand what it is,” Gianluca added.
Meet the Chicago Originals
The city takeover kicked off this week and features six Chicago Originals — business owners, artists and people who simply call the city home — captured in portraits that show who they are, the streets they move through and how they wear their 501® jeans. The campaign is displayed across billboards, bus stations and high-traffic spots around Chicago.
Original artwork by Chicago artist Hebru Brantley will be unveiled above the store at Michigan Avenue and Erie Street and will be on display through December 31. Brantley’s signature FLYBOY character welcomes visitors to the flagship, reimagined in Levi’s® denim with a nod to Chicago’s undeniably bold spirit. Born and raised in the historic Bronzeville neighborhood on the South Side, Brantley has earned recognition in the contemporary art world and pop culture for his imaginative expressions of Black identity, blending Afrofuturism, pop art, street culture and social commentary into a distinctive artistic style.
To make sure the opening feels firmly rooted in Chicago, the brand has partnered with local creatives, businesses and cultural institutions who add their own piece of the city into the space, along with custom patches to the store’s Tailor shop. These include:
- The Wiener’s Circle, the Lincoln Park institution open since 1983, is taking over its north-facing marquee through November 8. Staff will wear Levi’s® denim aprons with custom patches, and a limited-time menu item bundled with Local Style Chips — a woman-owned, family-run Chicago business known for flavors like Deep Dish Pizza, Hot Dog and Italian Beef — will be available in the lead-up to the opening.
- The Goody Vault, founded by Emanuel “Manny” Edwards, will host an evening of mending, music and community at Levi’s® Wicker Park on November 2. The Chicago-based artist and curator will also curate a collection of 90 vintage Levi’s® pieces spanning the 1950s through the 1990s, available for purchase at the Michigan Avenue flagship.
- Reckless Records will host a 20-minute live performance by Mike Kinsella of the emo rock band American Football during the week of November 2, alongside a curated Levi’s® vinyl section and a co-branded tote available as a gift with purchase.
- Ron Louis, the Chicago fashion designer known for his “Blue Tag” work in custom garments, denim and streetwear, has designed a capsule collection available exclusively during the store’s opening weekend. He will also be in store for live customization and lead a Levi’s® Wear Longer Project workshop hosted on November 7 in partnership with Chicago Youth Programs, giving students hands-on experience repairing, refreshing and reimagining their clothes.
- JC Rivera, the Chicago artist best known for his signature character “The Bear Champ,” will bring a live screen-printing activation featuring his original artwork on November 14 and 15.
“Chicago has an incredible creative energy and a longstanding connection to Levi’s®,” said Heidi Manes, managing director of Levi’s® U.S. and Canada. “As we open our store on Michigan Avenue, we wanted to create a space where that feels like Chicago — its artists, its makers, its music, its energy. ‘Where Originals Meet’ is exactly that.”
