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.
Today, a new, unexpected partnership got teased on the LEGO’s Twitter feed, and it looks like your next pair of jeans from Levi’s might be compatible with your collections of plastic bricks.
Judging by the hashtag #dotyourworld, which accompanied the marketing campaign for the LEGO DOTS products, companies might reveal new apparel collection with customizable elements. No other information is available at the moment.
— LEGO (@LEGO_Group) September 1, 2020
In their attempt to attract new customers, especially the adult audience who might not be interested in toys, but recognize and like the brand, the LEGO Group has been very active venturing into new collaborations. Over the last two year, the Danish toymaker announced themed mobile games with Augmented Reality supported by Apple devices, started a partnership with Universal Music Group to create a new lineup of music-based sets, and most recently revealed a series of new storage products developed together with IKEA.