Levi’s® x Futura Lunar New Year


Levi’s® x Futura, A Lunar New Year Collection

Alex Harvey-Gurr, Unzipped Staff
Levi Strauss & Co.
January 24, 2020

Graffiti legend Futura is considered one of the most important names in the world of international street art today. Known for his innovative work reinterpreting 1980s New York City street art, the artist combines hip hop with his distinct abstract style, pushing the boundaries for modern streetwear and inspiring the next generation through his unique artistic expressions.

As a brand rooted in authentic self-expression, it was only natural that the Levi’s® brand would team up with “the godfather of street art.” This Chinese New Year, the brand has launched Levi’s® x Futura, a limited-edition capsule created in collaboration with the artist’s streetwear label, Futura Laboratories. The collection is made up of three classic Levi’s® pieces — our 501® jeans, Trucker jacket and white T-shirt — and features bold combinations of red, blue, black, white and gray colors. It also includes a range of Futura artwork paying homage to his most iconic figure: Pointman.

“Futura is a legend in his own right, with a global fanbase and an especially big following in China,” said Debra Nguyen, director, Global Brands Media. “He’s been a longtime friend and fan of the brand. When the opportunity came up to work with him, we jumped at the chance to create a ‘center of culture’ moment for our fans in China with an exclusive product collection and event activation at Innersect.”

The collaboration shows how street art culture and a denim authority like Levi’s® can work hand in hand to encourage more people to be themselves. Through Levi’s® x Futura, the artist hopes to show the uniqueness, vitality and strength of the characters — just like the young people of every generation.

“The collection was created under the concept ‘Reddest Blue’ to celebrate authentic expression during Chinese New Year,” said Jack Wu, director, Marketing Greater China, adding, “The products were immediately sold out and worn by many influencers, including superstar Jay Chou.”