Levi’s® to Pop Up For Grammys Weekend

Levi Strauss & Co.
January 16, 2018

Just in time for the New York City return of music’s biggest night, the Levi’s® brand is syncing up with Bloomingdale’s for its new “Music is Universal” campaign.

In celebration of the Grammys coming back to the Big Apple on Jan. 28, Bloomingdale’s is partnering with American Airlines, Universal Music Group and Bravado to present “Music is Universal,” a tour-inspired retail experience featuring exclusive merchandise for the whole family along with artist collections, limited-edition product, in-store activations and a host of events.

As part of the experience, Levi’s® is hosting customization events on the weekend of the big show within the Bloomingdale’s Pop-Up Shops at 59th St and Beverly Center locations. Consumers are invited to personalize a Levi’s® Trucker Jacket with exclusive music-inspired patches–our experts will be on hand to help them make it their own.

“Using a multifaceted approach with exclusive product, in-store experiences and surprise activations along the way, we’ve created a one-of-a-kind campaign celebrating the universal appeal of music,” Kevin Harter, Bloomingdale’s group vice president, integrated marketing, told Women’s Wear Daily. “Given all that is happening with the music industry in New York this month, it’s important to Bloomingdale’s to be part of this cultural moment.”

The celebration of self-expression is what bonds Levi’s® and music together.

Levi’s® stores are seizing upon the customization movement through Tailor Shops, located in select stores around the world. These shops patch, inscribe, hem and rip Levi’s® products to a consumer’s taste. And for those looking for an ultra-personal touch, Levi’s® even allows consumers to buy custom-fitted denim, choosing everything from materials to fit to the design details.

Tailor Shop experiences have popped up at music festivals around the globe, from Coachella to the UK’s Glastonbury festival. It’s but one more way the brand connects the music culture with authentic self-expression, all dressed up in that signature Levi’s® style.

Get the full details on the “Music is Universal” experience via Women’s Wear Daily.