When it comes to collaborations, Adam Zloto, who leads our business development for our global partnerships for the Levi’s® brand, starts with some key questions. How can we add value to fans of both brands? Do we share similar values? Can we elevate the partnership through the product?
Simply put, what’s the cool factor for all involved?
There’s arguably nothing cooler than Star Wars™, one of the most popular sci-fi franchises that truly crosses the zeitgeist and generations.
“Star Wars has been able to stay at the center of culture throughout its entire existence… And that’s kind of a mirror image of Levi’s,” Adam said.
Coinciding with the release of Star Wars: The Rise of The Skywalker, the new Star Wars™ x Levi’s® collection offers a range of both classic Levi’s® icons and streetwear-inspired favorites featuring iconic elements from the Star Wars galaxy — famous archival graphics of favorite characters and starships from the original films, plus unique cobranding elements like Levi’s® leather patches, buttons, tabs, printed pockets and the famous Levi’s® Batwing logo, all with a Star Wars twist.
“We design from the fan up. We never propose something that we think inherently doesn’t agree with the fans out there. This really is made for them, but I think pushes it too while still acknowledging some of the most iconic elements of Star Wars,” Adam said. “So when people take a deep look into a garment [from the collection], they’re going to be really pleased with the quality of the product, the thoughtful design and integration of Star Wars details.”
Hear from Adam as he talks through the new collection: