The Wearable Art collection allows creating a unique design using the mosaic-like tiles onto the baseplates which have been sewn on the garment.
September 15, 2020
The two iconic brands – Levi’s®, known for their jeans and the LEGO Group have collaborated for a special purpose – which is for the ‘Wearable Art’ collection.
Lena Dixen, Senior Vice President and Head of Product and Marketing Development at the LEGO Group says that “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.”
Unique to the collection, the collaboration features the first-ever flexible LEGO baseplate, which is a pliable LEGO silicone panel onto which one can create one’s own customized designs using LEGO DOTS, a new concept that was introduced by the LEGO Group earlier this year. Sewn directly on the garment, anyone can create their own design using the mosaic-like tiles that “snap” onto the baseplates.
The baseplate will be available as a customizable patch on a vintage stonewash Levi’s Trucker Jacket, a Dad Crop Trucker Jacket, 501 ’93 Straight Jeans, and a lineup of hoodies, crewneck sweatshirts, and accessories. Customization pieces from the collection will come with a Levi’s and the LEGO Group branded bag of 110 LEGO DOTS, allowing for self-expression with endless options. Graphic tees are also included in the collection and while they won’t carry the customizable baseplates, they feature unique co-branded graphics.
Karyn Hillman, Chief Product Officer for Levi Strauss & Co. says “This is such a fun collaboration celebrating self-expression, creativity and nostalgia. 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.”
LEGO elements also appear in product details across the collection including primary-colored shank buttons in yellow, red, green, blue, white, and black. Levi’s standard leather patch has also been converted to a flexible red LEGO patch.
