LEGO’s new collaboration with Levi’s uses Dots for customizable clothing [News]

LEGO’s new collaboration with clothing brand Levi’s is the next step for the Dots theme introduced early this year. Teased last week, the new clothing line for adults and kids will feature small patches of material similar to the LEGO Dots bracelets sewn onto a variety of jackets, hats, accessories, and of course, denim jeans. The small patches of studs can then be adorned with LEGO elements drawn from the Dots theme. The brands are being shy about details as yet, though, with no word on the specific pricing or when you can expect to be able to purchase them. LEGO has also recently unveiled a collaboration with athletic brand Adidas.

As expected from the brand that’s nearly synonymous with denim, much of the line features the blue material, including a vintage stonewash Levi’s Trucker Jacket, a Dad Crop Trucker Jacket, and the classic 501 ’93 Straight Jeans.

Each of the items has colorful buttons and a small LEGO element sewn in, which LEGO is calling the first-ever flexible baseplate. Every article of the customizable clothing will include an assortment of 110 Dots elements (various 1×1 pieces) to allow immediate personalization.

A variety of clothing accessories also feature the flexible baseplate, with items like a hat, sling pack, beanie, and brightly colored hoodie.

There are also a few items in the lineup that don’t seem to feature any buildable sections, but instead bear LEGO graphics, such as these tees with a LEGO-ized version of the Levi’s logo. These will not include Dots elements.

Read the full press release and check out the expanded gallery below.

LEGO Group x Levi’s®

Wearable Art. Celebrating Limitless Imagination.

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.

2 comments on “LEGO’s new collaboration with Levi’s uses Dots for customizable clothing [News]

  1. Håkan

    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…)

  2. Exxos

    So the concept is to put small pieces of plastic on flexible garment panels so they fall off all over the city, contributing to near micro-plastic waste, likely hurting animals such as birds that may consume them, and encouraging the sale of replacement packets of levi’s/lego dots that will just make the waste worse?

    This is an exceptionally bad idea.

    The co-branded stuff is just painfully awful, but this mini canvas thing is an environmental nightmare.

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