Levi’s and retailer Opening Ceremony have partnered to create a co-branded line of men’s and women’s product that will hit stores next month. The capsule range will be sold at Opening Ceremony stores, levi.com, the Levi’s flagship in San Francisco and a group of exclusive wholesale accounts around the world.
This story first appeared in the January 11, 2010 issue of WWD. Subscribe Today.
“Over the last few years, Opening Ceremony has consistently created and celebrated the freshest and most exciting stories in fashion,” said Joshua Katz, head of collaborations, partnerships and creative concepts at Levi’s. “Our collaboration was really built around a shared desire to celebrate our history, not just by revising it, but rather by reinterpreting it in new and interesting ways.”
The collaboration is planned as an ongoing, multiseason project, said Katz.
The spring Levi’s + Opening Ceremony collection is focused on corduroy. It includes unisex pants and shorts in a fine-wale fabrication, a corduroy shirt and jean jackets in corduroy and denim styles. The jackets are available in men’s and women’s fits. Each corduroy style comes in eight colors: fuchsia, teal, lavender, beige, curry, olive, navy or white.
The pants will retail for $148; the shorts for $106; jackets for $178, and the shirt for $128.
The collection will launch during New York Fashion Week at Opening Ceremony stores in New York, Los Angeles and Tokyo, as well as the boutique set to bow in the Ace Hotel in New York next month. The Levi’s store in New York’s Union Square will devote its first floor to Opening Ceremony product for several weeks beginning Feb. 19.
Specialty retailers that will carry the line are Barneys New York, Fred Segal, Joan Shepp, Colette in Paris, Liberty in London, Lane Crawford in Hong Kong, Incu in Australia, Henrik Vibskov in Scandinavia and v2k in Istanbul.
“We love to work with heritage brands that have a real history and are experts at what they do,” said Humberto Leon, co-founder of Opening Ceremony. “This particular project is exciting because there are so many avenues we can explore as Levi’s has such a vast and rich past.”
Opening Ceremony has established itself as an outsize presence on the fashion landscape in recent years, via an array of collaborations with brands such as Timberland, Pendleton, Keds, Tretorn and Robert Clergerie, as well as actress Chloë Sevigny.
Photographer Ryan McGinley was tapped to shoot a look book and marketing materials for the new Levi’s line. McGinley, a chronicler of the hipster lifestyle, also shot the current Levi’s “Go Forth” advertising campaign.
The Opening Ceremony partnership is the latest in a string of collaborations for Levi’s, which previously offered co-branded product with Robert Geller, Engineered Garments, artists Shepard Fairey and Damien Hirst and the estate of Andy Warhol.