US denimwear brand Levi’s has announced the launch of its collaboration with Grammy award-winning musician and actor, Justin Timberlake. Together, they are launching the Levi’s x Justin Timberlake Fresh Leaves collection, a modern take on Levi’s iconic pieces inspired by Timberlake’s love of music.
“Levi’s have always been worn by musicians with original voices as well as by their fans all over the world. Timberlake embodies the authentic spirit of Levi’s and we are proud to partner with him on this collection,” said Jennifer Sey, chief marketing officer for Levi Strauss & Co.
The name “Fresh Leaves” derives from the concept of Timberlake making his own mark and offering a fresh spin on timeless pieces to leave behind for the next generation. He worked with the Levi’s design team to reinvent some of the brand’s most iconic pieces in unexpected ways, resulting in classics with a twist—familiar pieces, colours, patterns and silhouettes but twisted, mixed up and remade for a fresh look.
"Clothes are as important to a musician’s creative process and performance as the music itself. This collection is my attempt to share some of my experiences,” said Timberlake. The 20-piece men’s collection is grounded in the most iconic fits.
“Inspired by the stories behind Timberlake’s music, we used classic materials—canvas, plaids, camo, flannels, sherpa and denim and put them onto familiar silhouettes and Levi’s icons but remixed them by infusing streetwear elements and hits of modernity,” said Karyn Hillman, the company’s chief product officer.
The collection offers modern streetwear and plays with proportions, offering oversized and longer lengths, adding hoods on truckers and shirts.