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Beyoncé and Levi's Reimagine the Brand's Classic Logo for ‘Cowboy Carter'-inspired Shirts

Beyoncé is continuing her relationship with Levi's with a limited-edition T-shirt collection paying tribute to her album 'Cowboy Carter,' which she is currently touring. 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. More from WWD Beyoncé's Daughter Rumi Makes Rare Appearance in Oscar de la Renta at 'Cowboy Carter Tour,' Blue Ivy Coordinates With Mom in Burberry How Beyoncé's Anrealage LED Dress for 'Cowboy Carter Tour' Was Created: 35,000 Lights, Japanese Architecture Inspiration and Extensive Rehearsals Beyoncé and Ulta Beauty Bring 'Cowboy Carter' Experience to Stores and Create Tour-inspired Beauty Looks The T-shirts launched on on Tuesday and are slated to be available worldwide on Friday on 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.' View Gallery Launch Gallery: Beyoncé's 'Cowboy Carter Tour' Outfits, Live Updates: Burberry, Loewe, Diesel and More Best of WWD ColourPop x Lilo & Stitch Collaborate on Mischievous Island Adventures Collection in New Campaign [PHOTOS] Lunar New Year Collections to Know: Details on Fashion, Jewelry and More Brands Embracing the Year of the Snake Valentine's Day Collections to Know: Details on Fashion, Makeup, Jewelry and More Brands Giving Products a Touch of Love, Live Updates