Global – A new capsule collection co-created by Lego and Levi’s allows consumers to take style and creativity into their own hands.
The forthcoming Lego and Levi’s collection playfully elevates Levi’s classics by adding Lego’s iconic baseplate on some selected garments. The silicon panel is attached to the majority of pieces, including trucker jackets, a pair of 501 jeans, hoodies, sweatshirts and accessories. By providing 110 Lego Dots, the wearer is encouraged to create personalised mosaic-like designs on top of the baseplates. The t-shirts, which don’t carry the customisable element, feature bold imagery instead.
‘This is such a fun collaboration celebrating self-expression, creativity and nostalgia,’ says Karyn Hillman, chief product officer for Levi’s, and adds: ‘With the customisable baseplates, Levi’s is now literally a new blank canvas for Lego play.’
In this way, the brands are targeting a new DIY fashion consumer who has emerged amid the pandemic. Explore our DIY Dressing Market to learn about similar creative product approaches.