Contract details
Start date:
End date:
Status:
2018
2021
Official denim partner
Leagues and Tournaments:
Liverpool FC and Levi’s: A Unique Collaboration in Fashion and Community Impact
On 22 August 2018, Liverpool Football Club announced a landmark partnership with Levi’s, naming the globally renowned denim brand its first official denim partner. This collaboration brought together two iconic entities committed to making a difference globally through a blend of football, lifestyle, and music.
Focus on Community and Music
One of the partnership’s key initiatives was the integration of the Levi’s Music Project into Liverpool. This project, designed to foster creativity and talent among local youth, partnered with Liverpool Lighthouse, an arts and music community hub in Anfield, and the Sound City music festival.
- Launch of the Music Studio: A dedicated music studio opened in November 2018, offering workshops, masterclasses, and mentoring sessions with renowned artists and music industry professionals.
- Performance at Sound City: The program culminated in a memorable performance at the Sound City festival in May 2019, showcasing the participants’ talent and growth.
Launch of the Levi’s x LFC Capsule Collection
In September 2018, Liverpool FC and Levi’s unveiled an exclusive capsule collection, blending the classic appeal of Levi’s apparel with understated LFC branding. This collection became a hit among fans and fashion enthusiasts alike, offering wardrobe staples with subtle nods to the club’s heritage.
Key Features of the Collection
- 511 Slim Fit Jeans: These iconic jeans featured YNWA taping on the inner leg, a woven LFC label on the waistband, and a Liverpool red Levi’s back patch.
- Sherpa Trucker Jacket: Ideal for cooler matchdays, this jacket boasted warm sherpa insulation, a quilted sleeve lining, and Liverpool-inspired detailing.
- Western Shirt: A timeless piece adorned with YNWA seam taping, a hang loop, and a woven LFC label on the hip, making it a must-have for Reds fans.
Partnership Conclusion
The collaboration between Liverpool FC and Levi’s concluded at the end of the 2020/21 season, leaving behind a legacy of innovative projects and community-driven initiatives.
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