LEGO Group X Levi's: Everything you need to know about this collaboration



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 LEGO.com 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