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LEGO x Levi’s Co-Branded Products Press-Release

The LEGO Group teamed up with Levi’s to release a collection of co-branded products. And these are not just the usual hoodies and t-shirts with LEGO colors and minifig graphics. They are actually customizable with LEGO DOTS elements! Very cool, in my opinion. Below is the press-release.

Who doesn’t love LEGO bricks? And who doesn’t have a fond LEGO memory from their childhood (or even adulthood)? Whether you build from instructions, or dream up something from your imagination, LEGO building is the ultimate platform for creative experimentation and development.

And of course, no one loves creativity and playfulness—as well as infinite customizability—more than Levi’s. Which is exactly why the two iconic brands have teamed up for a special Levi’s and LEGO Group collection.

“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.”

Exclusive to the collection, the collaboration features the first-ever flexible LEGO baseplate. It’s a pliable LEGO silicone panel onto which fans can create their 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 LEGO Group branded bag of 110 LEGO DOTS, so that fans have a playful canvas 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 that will excite fans of both brands.

LEGO elements also appear in product details across the collection including primary colored shank buttons in yellow, red, green, blue, white and black. The Levi’s standard leather patch has also been converted to a flexible red LEGO patch.

“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.

It’s the deep emotional connection you have to your favorite pair of Levi’s jeans, combined with the love and fondness you have for LEGO play, offering one mind-blowing collection of nostalgia, playfulness and creativity.

It wasn’t mentioned in the press-release, but the co-branded products should be available wherever LEGO and Levi’s are sold. The products also have a dedicated page under the Levi’s section of the Online LEGO Shop.

What do you think? Are you planning to get yourself some LEGO Levi’s? Feel free to share and discuss in the comment section below!

{ 15 comments… add one }
  • j.j. September 10, 2020, 12:31 PM

    Are these going to come in adult sizes, or are they only for kids?

  • TomTom September 10, 2020, 12:51 PM

    “It’s the deep emotional connection you have to your favorite pair of Levi’s jeans.”

    I didn’t know I suppose to have a deep emotional connection with my jeans. I have been missing out all these years! Is it just me, or Lego’s recent press releases are really cringy?

    • Thita (admin) September 10, 2020, 4:46 PM

      Haha! Yeah, the descriptions of the adult-oriented sets and products are especially bad! 😀

  • yoladiel September 10, 2020, 1:05 PM

    Those are cool. I like the jacket and the cap. Any ideas about prices?

    • Thita (admin) September 10, 2020, 4:45 PM

      Prices were shared on the Ambassador Forum, but it’s a long list. But to give you an idea, the jacket and jeans are $148 each, the hoodies are $90, the T-shirts are $30, and the caps are $25.

  • Henry September 10, 2020, 1:33 PM

    Aren’t the pieces just going to fall off and get lost? Or end up in the washing machine? I like the colors though. Very retro.

    • Thita (admin) September 10, 2020, 4:40 PM

      If the tiles are made with the same material as the LEGO DOTS bracelets, they are pretty secure. Of course, they could still fall off at some point. The most secure is probably the cap. 🙂

  • walrusmaster September 10, 2020, 1:55 PM

    I like the jeans and the yellow t-shirt with the brick. When are they available?

  • Ian September 10, 2020, 2:44 PM

    I don’t know if I would wear these in public, but I suppose they are fun for kids. Flaunting obviously branded clothing was more of an 80s thing.

  • LegoMom September 10, 2020, 3:29 PM

    Oh, my! My daughter will love these! She has a habit of drawing on her pants while she is sitting. This will be a better way to do art without ruining her pants. We already have some of the Dots sets, and she loves decorating with them.

  • Håkan September 10, 2020, 4:16 PM

    Hmm, I might buy the 40438 – Extra Dots – Levi Jeans Confetti Bag separately, unless there’s a big brand tax, but not the clothes itself. My clothing budget is about 5$ a month or something, currently…


    (Would there really be “Levis” tiles with the actual text removed, or is it a placeholder image? I think Lego’s logo is strong enough to be recognized with the black inner outlines removed, but Levis’ just looks like a cut off Batman…)

    • Thita (admin) September 10, 2020, 4:38 PM

      Haha! Now I can’t un-see the cut off Batman! 😀

      • Håkan September 10, 2020, 5:49 PM

        Besides, I rarely wear jeans anymore, anyway… When I want to look elegant, I wear chinos, when I want to be practical, I wear workpants with lots of pockets, and when I want to be comfortable, I wear sweatpants…

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