Levi’s and the LEGO Group unveil clothing range

A new collection from Levi’s, unveiled today, has been developed in collaboration with the LEGO Group.

Levi’s has worked with the LEGO Group to come up with a new clothing collection. It includes the first ever flexible baseplate, a silicone panel that is attached to the clothing so fans can build custom designs. Each item comes with an exclusive bag of LEGO DOTS for just that purpose, revealed yesterday with the beanie hat.

Products featuring the baseplate include a vintage stonewash Levi’s Trucker Jacket, a Dad Crop Trucker Jacket, 501 ’93 Straight Jeans, and a lineup of hoodies and crewneck sweatshirts. T-shirts will not feature the flexible 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 customizable baseplates, Levi’s is now literally a new blank canvas for LEGO play.”

“There’s so much passion and energy in this partnership, working with the creative and iconic Levi’s brand is inspiring, and is pushing the way we innovate the LEGO brand experience,” says Lena Dixen, Senior Vice President and Head of Product and Marketing Development at LEGO Group.

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Graham was the BrickFanatics.com Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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