In the last few weeks, The LEGO Group has gone hard on collaboration. We have seen Uniqlo in the past, but in a very short period of time, we have been hit with Ikea, Adidas, and now Levi’s.

Things you need to know –

  • LEGO double denim is now a thing

  • Your LEGO will be leaving the house

  • Finding LEGO in your pocket will now be socially acceptable

  • You’ll easily be able to spot the people you’re competing with at Black Friday sales.

Do you need this in your life?

In Australia at least, LEGO sales have been through the roof, with a lot of the country experiencing self-isolation in 2020, they have been reconnecting with old loves such as LEGO and and other retailers were struggling to keep up. Along with the LEGO Masters TV shows being made all around the world, it’s fair to say, LEGO is making bank and doing quite well!

So why do they need to collaborate?

Initially, I was thinking that it was other brands that might be reaching out to LEGO for collaboration opportunities as a way of increasing their customer base by poaching LEGO loyal fans. But with three large collaborations this year alone, it makes me think this is in the hands of LEGO HQ.

It’s all about the flexible LEGO baseplate.

With the expectation of 2 products, all feature the first-ever flexible LEGO baseplate. It’s a pliable LEGO silicone panel onto which fans can create their own customised designs using LEGO DOTS. But we all know LEGO builders are far more creative than that, and won’t be limited to LEGO DOTS. I foresee the jacket, sweaters and headwear being the perfect vessel for your brick badges at LEGO conventions.

With the collection, customers will also receive customization pieces which include a Levi’s® and LEGO Group branded bag of 110 LEGO® DOTS. Word on the street, fans are already excited for some LEGO DOTS that are not so bright on the eye.

What products are there…

I could type out what there is, but you probably won’t read it anyway, so take a look below!

Will you be rocking the LEGO X Levi’s range, and what products to you have your eye on?

They haven’t advised us yet of the release date, but for the full press release, please see below.

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LEGO Group x Levi’s®

Wearable Art. Celebrating Limitless Imagination.

Who doesn’t love LEGO® bricks? And who doesn’t have a fond LEGO memory from their childhood (or even adulthood)? Whether you build from instructions or dream up something from your imagination, LEGO building is the ultimate platform for creative experimentation and development.

And of course, no one loves creativity and playfulness—as well as infinite customizability—more than Levi’s®. Which is exactly why the two iconic brands have teamed up for a special Levi’s® and LEGO Group collection.

“This is such a fun collaboration celebrating self-expression, creativity and nostalgia,” says Karyn Hillman, Chief Product Officer for Levi Strauss & Co. “It’s Levi’s® and the LEGO Group coming together to co-create something really special and new, but undeniably familiar. With the customizable baseplates, Levi’s® is now literally a new blank canvas for LEGO play.”

Exclusive to the collection, the collaboration features the first-ever flexible LEGO baseplate. It’s a pliable LEGO silicone panel onto which fans can create their own customized designs using LEGO DOTS, a new concept that was introduced by the LEGO Group earlier this year. Sewn directly on the garment, anyone can create their own design using the mosaic-like tiles that “snap” onto the baseplates. The baseplate will be available as a customizable patch on a vintage stonewash Levi’s® Trucker Jacket, a Dad Crop Trucker Jacket, 501® ’93 Straight Jeans, and a lineup of hoodies, crewneck sweatshirts, and accessories. Customization pieces from the collection will come with a Levi’s® and LEGO Group branded bag of 110 LEGO® DOTS, so that fans have a playful canvas for self-expression with endless options. Graphic tees are also included in the collection and while they won’t carry the customizable baseplates, they feature unique co-branded graphics that will excite fans of both brands.

LEGO elements also appear in product details across the collection including primary coloured shank buttons in yellow, red, green, blue, white and black. The Levi’s® standard leather patch has also been converted to a flexible red LEGO patch.

“There’s so much passion and energy in this partnership, working with the creative and iconic Levi’s® brand is inspiring, and is pushing the way we innovate the LEGO brand experience,” says Lena Dixen, Senior Vice President and Head of Product and Marketing Development at LEGO Group.

It’s the deep emotional connection you have to your favourite pair of Levi’s® jeans, combined with the love and fondness you have for LEGO play, offering one mind-blowing collection of nostalgia, playfulness and creativity.