Are Exclusive Collabs The Future Of Fashion? Levi's Seems To Think So

by: Well Made Clothes Staff | 11 months ago | News

Image: Solange wearing Levi’s to the brand’s collaboration launch last week. Image source.

Exclusive collaborations seem to be where it’s at in fashion at the moment and, if you ask denim juggernaut Levi’s, then they actually represent the future of fashion. As part of its move to extend beyond just jeans, Levi’s recently announced a whopping 50 collaborations. This coincides with the 50th anniversary of the brand’s Type III trucker jacket and sees them collaborate with musicians, designers, models and editors. However the jackets won’t actually be for sale, instead they may go up for auction at the collaborator’s discretion. 

This series of collabs features some pretty big names too, including Diplo, Virgil Abloh, Karlie Kloss and fashion editors like Emmanuelle Alt and Christine Centenera. “Having these adjacencies with the people at the center of culture is super important, whether they are musicians or fashion designers,” says Jonathan Cheung, Levi’s head of design. “That’s why events like this 50th anniversary are important. There’s no immediate financial gain because we are not selling these jackets and we are not making reproductions of these jackets.” For Cheung, the aim is to grow brand relevance, which will benefit the company’s entire offering. “If you set your brand as a rocket ship, everything else will be pulled into the slipstream.”

As part of the collaboration, each influencer has been asked to customise or design their own versions of the trucker jacket. These were revealed last week at a splashy event for media and influencers at the Levi’s Haus showroom-cum-performance space in LA, alongside performances by the likes of Solange and Chance the Rapper. "Not many brands can cross cultures like Levi's does," says Vogue Australia's Christine Centenera, "It's ageless, it's genderless, it's reliable, it's functional and it's personal.... They're constantly pushing things forward in terms of design, collaborations and technology. Yet they still stay true to their classics and heritage."

Meanwhile, Off White designer Virgil Abloh summed up the essential timelessness of the style. "I had gotten my first trucker jacket in a vintage shop in Chicago and still wear it to this day," he recalls. "My inspiration was to give a masculine trucker jacket a feminine feel." This just goes to prove not only the longevity and versatility of denim, but also the power of collaborations in today’s highly competitive fashion landscape.

Via Business of Fashion

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