The Levi’s®
Brand announced today the launch of its collaboration with 10X Grammy-Award winning
musician and actor, Justin Timberlake. Together they are launching the Levi’s®
x Justin Timberlake Fresh Leaves collection, a modern take on Levi’s® iconic
pieces inspired by Justin’s love of music. The inaugural Levi’s® x Justin
Timberlake “Fresh Leaves” collection will be sold worldwide and at select
Levi’s® stores in Pakistan starting mid of October 2018. The exclusive collection will be available
only at Dolmen mall Clifton in Karachi, Packages Mall and MM Alam stores in
Lahore.
“As a symbol of authentic
self-expression, Levi’s® have always been worn by musicians with original
voices as well as by their fans all over the world. Justin embodies
the authentic spirit of Levi’s® and we are proud to partner with him on this
collection,” said Jennifer Sey, Chief Marketing Officer for Levi Strauss &
Co.
The name
“Fresh Leaves” derives from the concept of Timberlake making his own mark and
offering a fresh spin on timeless pieces to leave behind for the next
generation. He worked with the Levi’s® Design team to reinvent some of the brand’s
most iconic pieces in unexpected ways, resulting in classics with a twist –
familiar pieces, colors, patterns and silhouettes but twisted, mixed up and
remade for a fresh look.
“Clothes are as important
to a musician’s creative process and performance as the music itself. This Levi’s®
collection is my attempt to share some of my experiences with fans,” said
Timberlake.
Justin
partnered with the Levi’s® design team to create the exclusive collection
during design and listening sessions at the brand’s San Francisco Eureka
Innovation Lab, the Levi’s® Archives and their showroom in Los Angeles called
the Haus of Strauss. The result was a 12-piece
men’s collection grounded in the most iconic fits through the lens of the
unexpected and modern.
“We
immediately connected with Justin on creating pieces that blended the familiar
with the unexpected. Inspired by the stories behind Justin’s music, we used
classic materials – canvas, plaids, camo, flannels, sherpa and denim and put
them onto familiar silhouettes and Levi’s® icons but remixed them by infusing streetwear
elements and hits of modernity,” said
Karyn Hillman, Chief Product
Officer for Levi Strauss & Co.
The capsule collection
introduces the best of the Levi’s® icons, all rooted in quality craftmanship
and premium fabrics. The collection offers modern streetwear hints and plays
with proportions, offering oversized and longer lengths, and adding hoods on
truckers and shirts. The iconic Levi’s® Red Tab and signature ‘Two Horse Pull’
leather patch both feature black writing, unique branding elements exclusive to
this collection. Key pieces include a new
addition to the Levi’s® fit portfolio -- the 501® Slim Taper – the newest
member of the 501® Family, inspired by how Justin wears his 501® jeans.
Another standout piece is the denim camo Trucker jacket, printed using the
Levi’s® brand’s recently launched Project FLX digital laser technology.
Timberlake first
partnered with Levi’s® when he was asked to customize the Levi’s® Trucker
Jacket for the 50th anniversary of the iconic jacket. The
partnership evolved as Levi’s® celebrated the launch of his tour by creating eight
pieces (truckers and flannel shirts) for his pop up in NY and then helped
outfit him with custom pieces for the tour itself.
PRODUCT ASSORTMENT:
Bottoms:
·
NEW FIT: 501® Slim Taper (2 finishes) Rs. 8,990 – Rs. 9,990
Tops:
·
Sherpa
Trucker jacket Rs. 12,990
·
Canvas
Trucker (cotton lined) Rs. 9,990
·
Oversized
Camo Hoodie Rs. 7,990
·
Long
Sleeve Camo Tee Rs. 5,990
·
Reversible
Plaid/Nylon Shirt jacket Rs. 7,990
·
Long
Sleeve Worker Shirt Rs. 6,990
·
Short
Sleeve Fresh Leaves Graphic Tee Rs. 3,990
·
Long
Sleeve Fresh Leaves Graphic Tee Rs. 5,990
·
Sherpa
Plaid Hoodie Rs. 8,990?
·
Oversized
Hooded Worker Shirt Jacket Rs. 7,990
·
Barstow
Western Shirt Rs. 6,990
ABOUT THE LEVI’S® BRAND
The Levi’s®
brand epitomizes classic American style and effortless cool. Since their
invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most
recognizable and imitated clothing in the world – capturing the imagination and
loyalty of people for generations. Today, the Levi’s® brand portfolio continues
to evolve through a relentless pioneering and innovative spirit that is
unparalleled in the apparel industry. Our range of leading jeanswear and
accessories are available in more than 110 countries, allowing individuals
around the world to express their personal style. For more information about
the Levi’s® brand, its products and stores, please visit levi.com.
ABOUT JUSTIN TIMBERLAKE
Multi-talented actor and musician
Justin Timberlake has sold over 32 million albums worldwide, sold out arenas
all across the globe, received numerous awards and nominations and has become
one of the most highly respected entertainers in the business. Timberlake
released the 4X Platinum-selling song “Can’t Stop The Feeling!” from the film
“Trolls,” which debuted at No. 1 on the Billboard Hot 100, and ultimately the
best-selling U.S. single for 2016. Additionally, it marked Timberlake’s
10th Grammy Award and garnered a nomination for
an Academy Award and Golden Globe Award. Timberlake released his fourth solo
album, “Man Of The Woods” in February and is currently on his sold out world
tour in support of the project. A gifted actor, Timberlake has appeared in
diverse films, including “Alpha Dog,” “Black Snake Moan” and “Shrek the Third.”
He won strong reviews for his performance in the Academy Award-nominated “The
Social Network.” Timberlake also has won four Emmy Awards for his appearances
on “Saturday Night Live.”