LAHORE – 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”.
