Over the last few weeks, you’ve likely spied some mischievous Minions lurking on Levi.com, on the Levi’s® app or in Levi’s® emails in celebration of Illumination’s new film, Minions: The Rise of Gru.
Set in the 1970s, The Rise of Gru explores how the world’s greatest supervillain met his iconic Minions. Fittingly, the collection includes original Minions artwork inspired by the styles of the ’70s and ’80s that fans can use to customize any Levi’s® items.
“As any follower of the Minions movies will know, they’re fun, irreverent and truly iconic,” said Chief Marketing Officer Karen Riley-Grant. “Just like Levi’s®, they’re both instantly recognizable and beloved all over the world. So the idea behind the collaboration was to bring these two icons together for a bit of mischievous fun. What better way to customize your Levi’s® jeans than with a bit of Minions-style creative chaos.”
The team at Illumination designed several pins, patches, and sundries that add a twist of irreverent fun to a Trucker, tee, jeans or sweatshirts. Graphics include Minions engaging in a range of mischievous activities, as well as phrases like, “I Did My Best,” “Ba Na Na” and “100% Evil.” There will also be customizable Minions graphics at the Levi’s® Print Bar for customizable tees and sweatshirts, as well as Minions Future Finish options to bring the Minions to life on any jeans or Trucker.
“The Minions are relatable to audiences of all ages around the globe, and we’ve been delighted to see how fans have embraced them as means of self-expression,” said Chris Meledandri, Illumination founder and CEO. “We hope the Minions continue to be a retort to the real world’s challenges, and we are proud to join Levi’s® in this creative and joyful collaboration.”
The Levi’s® x Minions: The Rise of Gru customization offerings are available in select Levi’s® Tailor Shops, on Levi.com and in the Levi’s® app.
