While boasting a history synonymous with jeans, Levi's® has never abandoned its spirit of challenge. In recent years, the brand has actively collaborated with buzzed-about brands and content, creating a sensation each time. Here, we look back at past collaborations and speak with Mr. Kaminoshono from Levi Strauss Japan's PR department about BE@RBRICK x A BATHING APE® x Levi's®, a fitting collaboration to kick off 2021.

In the mid-19th century, Levi Strauss & Co. produced durable work pants using canvas for the gold miners of San Francisco, California. At the time, tailor Jacob Davis, who did business with the company, devised the idea of reinforcing them with rivets. On May 20, 1873, when the two jointly obtained a patent for "Method of Fastening Pocket-Openings," the prototype of what we now know as "jeans" was born.

In the 20th century, the material was changed from canvas to denim, and indigo blue was adopted as the color. When Marlon Brando wore Levi's® 501XX in the 1953 film "The Wild One," they became iconic fashion for American youth, and in Japan, they fostered a multitude of enthusiasts as a cultural phenomenon.

Today, fashion is characterized by the increasing fragmentation of trends, influenced by social media. Especially after the pandemic last year, there's a noticeable return to basic, enduring items that offer a sense of satisfaction through their longevity.
To commemorate the release of the Levi's® × A BATHING APE® collaboration BE@RBRICK, we spoke with Mr. Kaminoshono from Levi Strauss Japan's PR department about their ambitious recent initiatives.

In July 2019, the Levi's® Harajuku Flagship Store, one of Asia's largest, opened on Cat Street in Harajuku. Services like 'LOT-1,' where customers can order a one-of-a-kind custom-made pair of jeans, and the 'Tailor Shop,' offering customization services tailored to customer requests, quickly became hot topics among denim enthusiasts.

“The ultimate in craftsmanship lies in ‘customization’ that fulfills each individual’s dreams. With this concept, 'LOT-1' and the 'Tailor Shop' are vital spaces that serve as the core of the flagship store, fostering conversation and communication with our customers.

Since opening, we've seen many customers, not only denim lovers but also those seeking a unique original piece, and even first-time visitors who discover customization and try it out. Everyone leaves with a smile, clearly enjoying the experience. We've received great feedback, with customers feeling a stronger connection to their purchased jeans and finding the Levi's® store experience to be more enriching.”

“Especially after the pandemic, people's perspectives on consumption have shifted slightly. We believe that the trust and reliability of Levi's®, backed by its history, combined with personalized services, will become increasingly sought after in the future.”

On May 20th last year, the anniversary of jeans' birth, a global initiative saw the release of the 'Golden Ticket 501®.' This highly coveted item was a limited-edition reproduction of the 1971 model 501®, featuring the red tab changed to the 'Levi’s® (small e),' with only 501 pairs produced worldwide. Each of the 501 pairs had a gold-leaf-covered red tab that served as a lottery ticket, with five lucky pairs containing the 'LEVI’S (Big E)' tab, adding a playful touch.

“I believe this is something only Levi's® can do. Every time we launch a project that only Levi's® can execute, I'm impressed by how much joy it brings to so many people! It truly is an amazing brand. Our fans lined up before the store opened, and thanks to them, it sold out immediately.”

While cherishing its heritage, Levi's® never forgets its "offensive" stance. In 2020 alone, collaboration items were released with a diverse range of brands and content, including 'SUPER MARIO,' 'LEGO®,' 'PORTER,' and the TV show 'Galivan V: Super Warrior Girl.'

“This is our second season working with Mr. Heron Preston, following our collaboration on 501 DAY in May 2019. The design concept, ‘MISTAKES ARE OK,’ was inspired by a coincidence: his birth certificate mistakenly listed his birth year as ‘1873,’ the same year Levi's® was founded. To express this serendipitous idea, we incorporated 'mistakes' – elements usually not approved by Levi's® – throughout the garments in this unique collection.”

“Mr. Angelo Baque of Awake NY and Levi's® deepened their connection after Levi's® supported a workshop at SOCIAL STUDIES in New York in 2018. Levi's® resonates with his creativity and his commitment to local communities. This project is a sustainable capsule collection featuring patchwork designs on vintage trucker jackets and 501® jeans from the 1980s and 90s, utilizing vintage fabrics.”

Our collaboration with MEDICOM TOY spans nearly two decades. It began in December 2002 with the 'Levi’s® KUBRICK,' released as a set with a T-shirt and 501® jeans, exclusively at Levi's® stores and select retailers. Since then, numerous collaborations have followed, including the 'Levi's® Store JEANS DESIGN CONTEST BE@RBRICK' (2005) and the 'BE@RBRICK Levi's® 1000%' (2010), a costume-like figure made with genuine Levi's® components, featuring a serial number and limited to 501 units.

“For Levi's® Japan, the appeal lies in being able to express the brand's identity through the timeless design of BE@RBRICK as a media tool.”

KUBRICK TM & ©️ 2000-2021 MEDICOM TOY CORPORATION. All rights reserved.
BE@RBRICK TM & ©️ 2001-2021 MEDICOM TOY CORPORATION. All rights reserved.

The Levi's® × BAPE® collaboration capsule collection first saw the release of trucker jackets and T-shirts at "Sole DXB" in Dubai in December 2019, followed by a pop-up store in Miami in March 2020. The trucker jacket featured a playful design with zippers allowing the left and right sides to be detached and reconnected. As the first collaboration between these two brands, each with a fervent fanbase, it garnered significant attention. Now, the main collection is set to launch this spring.

“This main collection was planned as the culmination of the capsule line, following Dubai and Miami. The global pandemic that began shortly after the project's kickoff halted all progress, and we subsequently had to conduct product development remotely. Therefore, we are immensely relieved that it is finally ready for release.”

The Levi's® × BAPE® BE@RBRICK 1000%, releasing now, is a highlight item within the main collection. In particular, the BE@RBRICK 1000% wearing the actual trucker jacket is a special edition that is a must-have for BE@RBRICK collectors, fans of both brands, and denim enthusiasts alike.

“The biggest challenge was the unprecedented attempt to have the BE@RBRICK 1000% wear an actual trucker jacket. To achieve this, we created a special pattern from scratch, using the exact same denim fabric and accessories as the main collection, and produced it at the same sewing factory. This is a special trucker jacket made exclusively for the BE@RBRICK 1000%.”

The trucker jacket, with its deep indigo hue and meticulously detailed stitching, is a work of art in itself. We eagerly await its release.

BE@RBRICK BAPE®︎ x Levi's®︎ 100% & 400% / 1000%
Size | Approx. 70mm (100%) / 280mm (400%) / 700mm (1000%) height for each
Price | [100% & 400%] ¥20,000 (excl. tax) / [1000%] ¥168,000 (excl. tax)
Release Date | Scheduled for January 2021 release
Retailers | 1/6計画, Tokyo Solamachi Store, 2G, MEDICOM TOY Online Store, BAPE.COM WEB STORE
Distributor | NOWHERE Co.,Ltd.
Note: This is a limited quantity product. Sales will end once stock is depleted.
©️ NOWHERE Co., Ltd. All rights reserved.
BE@RBRICK TM & ©️ 2001-2021 MEDICOM TOY CORPORATION. All rights reserved.