Beyoncé and Levi's Reimagine the Brand's Classic Logo for ‘Cowboy Carter'-inspired Shirts
The T-shirts add an extra 'i' to the name Levi's in reference to the song 'Levii's Jeans' featuring Post Malone off the album, which earned three Grammy Awards this year, including Album of the Year and Best Country Album. The collaboration presents Levi's Sporty Ringer Tee and classic Graphic Tee styles bearing the stylized brand name. Both are offered in a black and white colorway in addition to a red and white colorway.
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The T-shirts launched on shop.beyonce.com on Tuesday and are slated to be available worldwide on Friday on levi.com, the Levi's app and select Levi's stores. Members of Levi's loyalty program Red Tab will have have early access to the collection on Thursday.
Levi's and Beyoncé announced a partnership last year after the release of 'Cowboy Carter,' though the superstar's relationship with the denim brand dates back to her early days with Destiny's Child. In this current era of her career, the partners have unveiled three chapters of their Reimagiine campaign, which reinterprets classic Levi's ads from the past.
In April, Chapter Three reimagined the 'Refrigerator' ad from 1988; Chapter Two, released in February, took on the 'Pool Hall' ad from 1991, and in September 2024, Chapter One redid the 'Launderette' ad from 1985. The first chapter generated $5 million in media impact value in 48 hours. Chapter Two was celebrated with a takeover at Selfridges.
'If you look at some of the iconic, amazing work that's in our vault, it is very much centered on the male protagonists,' said Kenny Mitchell, senior vice president and chief marketing officer at Levi's, about the reimagined ads starring Beyoncé. 'Often white male protagonists that are kind of leading the story. They are the center of the narrative and have women that are ogling after them.
'In these stories that we've been telling, it's been centering a woman and centering them in a more powerful light, a beautiful light, and makes us really, really excited and really proud,' he said. 'And it's a woman of color too. So it's really shifting the perspective a bit of an iconic story and telling [it] in a way that's super relevant for our times right now.'
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