The LEGO Group has teamed with Levi’s on an apparel range that can be customised with LEGO DOTS.
The collection features the first-ever flexible LEGO baseplate, onto which fans can create their own customised designs using LEGO DOTS. 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 customisable patch on a vintage stonewash Levi’s Trucker Jacket, a Dad Crop Trucker Jacket, 501 93 Straight Jeans, and a line-up of hoodies, crewneck sweatshirts, and accessories.
“This is such a fun collaboration celebrating self-expression, creativity and nostalgia,” said 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 customisable baseplates, Levi’s is now literally a new blank canvas for LEGO play.”
LEGO elements also appear in product details across the collection including primary coloured 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,” added Lena Dixen, Senior Vice President and Head of Product and Marketing Development at LEGO Group.
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