The Levi’s x Denim Tears Collaboration Pays Homage to Africa
Grace Mahas — July 25, 2022 — Social Good
Levi's recently joined forces with Denim Tears to create an African American conceptual collection for Summer 2022. Denim Tears is the brainchild of the renowned artist, musician, fashion designer, and nightlife curator Tremaine Emory. The new collaboration is part of a two-year partnership that aims to explore America's checkered past with race and injustice viscerally.
Through the use of bright colors and graphic patterns, Emory's collection explores the story of the Gullah Geechee people, descendants of Africans enslaved on America's coastal plantations. During the 18th century, that region was known for its indigo production, and the British demand for indigo-dyed workwear was high. Emory has created a capsule collection that re-contextualizes the history of the Gullah Geechee, embracing their culture, history, and experiences.
The Levi’s x Denim Tears collection includes the Denim Tears Plantation Hat, the Levi’s® Type II Trucker, and the Levi’s® 501® Jean. "Co-branded elements include a special Red Tab featuring “Tears” on the back of the Tab, with “Levi’s®” stitched in white on the front, as well as a special Levi’s® x Denim Tears backpatch combining the classic Two-Horse pull logo along with “Denim Tears” floral print logo."
The Levi’s x Denim Tears Season 2 collection (with prices ranging from $95 to $400) will be available for purchase at the below Levi’s® x Denim Tears pop-up shops, taking place exclusively in London, Los Angeles, and New York.
Image Credit: Levi's
Through the use of bright colors and graphic patterns, Emory's collection explores the story of the Gullah Geechee people, descendants of Africans enslaved on America's coastal plantations. During the 18th century, that region was known for its indigo production, and the British demand for indigo-dyed workwear was high. Emory has created a capsule collection that re-contextualizes the history of the Gullah Geechee, embracing their culture, history, and experiences.
The Levi’s x Denim Tears collection includes the Denim Tears Plantation Hat, the Levi’s® Type II Trucker, and the Levi’s® 501® Jean. "Co-branded elements include a special Red Tab featuring “Tears” on the back of the Tab, with “Levi’s®” stitched in white on the front, as well as a special Levi’s® x Denim Tears backpatch combining the classic Two-Horse pull logo along with “Denim Tears” floral print logo."
The Levi’s x Denim Tears Season 2 collection (with prices ranging from $95 to $400) will be available for purchase at the below Levi’s® x Denim Tears pop-up shops, taking place exclusively in London, Los Angeles, and New York.
Image Credit: Levi's
Trend Themes
1. African American Conceptual Fashion - Opportunity for a new generation of designers to create conceptual fashion that pays tribute to African American culture.
2. Indigo-dyed Workwear - Opportunity for companies to revive the art and tradition of indigo-dyed workwear, perhaps with a modern and sustainable twist.
3. Using Fashion to Explore Racial Injustice - Opportunity for fashion collaborations that use storytelling to revisit and challenge America's history of racial injustice and oppression.
Industry Implications
1. Fashion Design - Fashion designers can explore ways to use historical and cultural references to create innovative and meaningful collections for a new generation of consumers.
2. Sustainable Fashion - Companies interested in sustainable and ethical fashion can adopt traditional dyeing techniques and materials to create products that not only pay homage to history but also contribute to a more sustainable future.
3. Storytelling and History-based Marketing - Businesses interested in marketing that is rooted in storytelling and history can use collaborations like Levi's x Denim Tears to create products that are unique, meaningful, and relevant to a growing market of consumers who value diversity and inclusivity.
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