COURTESY OF LEVI’S
Levi’s has always been a brand of substance and awareness for generations to be admire. Over the past weekend the brand celebrated another year of legacy and tradition in a grand way. Held in the Hills of Los Angeles in one of the most popular corners where the sun shines the brand annually holds their birthday bash, which is the Birthday of the ‘Original Blue Jean.’ This year for the 146th Birthday the brand collaborated with Heron Preston on a capsule collection remixing the classic Jean. Joining Preston in the campaign is ideal California bombshell, Hailey Bieber.
“You can see the strength of the 501 jean — how absolutely iconic it is in its design when, after we chopped it up, colored it, and twisted it, it’s still unmistakably the 501 jean,” said Preston. A statement full of potent definition to compliment the structure and innovation of the new capsule denim. They celebrated the launch with a star-studded birthday party with an A-list guest list to match the mega-campaign including Jaden Smith, Vic Mensa, SimiHaze, Joan Smalls, and Kid Ink. In the campaign, Bieber and Preston wear the creation which Preston drew inspiration from the workplace and combined it with his signature twist on streetwear. Both versions have a double-sided multi-colored silhouette. The women carries a rustic dimmed orange painted and distressed look, while the mens version takes on a marble appeal with a grey and white the-dye streak along the legs and amped up with a the street trendy shoelace drawstring style waist.
The collaboration collection is already available in select Levi’s locations worldwide, in addition to the luxury specialty retailer Nordstrom.