This year marks the 150th anniversary of Levi’s® 501® jeans, an enduring icon of global style that has long been synonymous with the world of popular music. This year is also the 50th anniversary of the birth of the musical genre and cultural movement known as Hip Hop. To celebrate these two landmark anniversaries, Levi’s® has teamed up with Rolling Loud—the first and largest global Hip Hop music festival – as their first-ever global partner. 

Beginning with Rolling Loud California, each Rolling Loud festival this year will feature a special Levi’s® x Rolling Loud capsule collection with limited-edition merchandise exclusive to each festival city. The capsule includes Levi’s® 501’s®, Trucker Jackets, as well as a tee and knit offering, all of which can be customized with a selection of Levi’s® x Rolling Loud graphics at the all-new Levi’s® X Rolling Loud Shop.

The Levi’s® X Rolling Loud Shop will feature a one-of-a-kind customization offering where you can choose from an assortment of Levi’s® tees, hoodies, 501’s® and Trucker Jackets to customize with the festival lineup alongside a mix of chainstitch, patches, and heat press graphics. After adding the artwork of your choice, you can walk away with a special one-of-one piece of Levi’s® x Rolling Loud merch. For those who want to grab merch and head straight to the stage quickly, there will be a to-go offering of pre-made Levi’s x Rolling Loud products. 

Exclusive to Rolling Loud California 2023, there will also be a special Levi’s® x Rolling Loud x Born x Raised festival collection and customization studio experience. The collection includes a Levi’s® & Born x Raised denim Type I-style Trucker and Levi’s® 501® jean, hoodie, and T-shirt, all featuring allover graphics from LA cult label Born x Raised. Following the purchase, fans can access the design studio where they can choose from exclusive Born x Raised artworks and patches that can be chainstitched, screen printed, or heat pressed. The result is one-of-a-kind Levi’s® x Rolling Loud x Born & Raised merch.

From February 15th – February 22nd, Levi’s® ran a VIP giveaway where consumers can enter to win (2) 3-day VIP tickets to Rolling Loud California 2023, a customization session of Levi’s® merch at the Levi’s on-site Tailor Shop experience, and access to Levi’s VIP Main Stage lounge. Consumers entered to win at participating Levi’s LA Store locations – Del Amo, Topanga, Century City, and Citadel – where you must be an LA resident and Red Tab™ Loyalty member to enter. Members of the Levi’s® Red Tab™ loyalty program – which offers exclusive early access to the latest collabs, limited-edition launches, and sales – earned a chance to upgrade their ticket to a VIP 3-day pass or an opportunity to win a free Levi’s® patch to customize their purchased Levi’s® merch.

Along with these customization collections, the Rolling Loud partnership will also include a special 501® Day celebration on May 20th—the date in 1873 when Levi Strauss & Co. was granted a patent on the process of riveting pants—featuring four club concerts in four different cities: Tokyo, Paris, London, and San Francisco. 

Link to Levi’s x Rolling Loud Merchandise: HERE
Link to Levi’s & Rolling Loud & Born x Raised Merchandise: HERE

Levi’s x Rolling Loud Merchandise:

  • Trucker: $98
  • Hoodie: $65
  • 501 Shorts: $60
  • Tee: $35

Born x Raised Merchandise:

  • Born x Raised Hoodie $130
  • Born x Raised Tee $70
  • Born x Raised Jacket $160
  • Born x Raised 501® $160

Customization Add Ons:

  • Heat Transfers: 3 for $5
  • Patches: 3 for $15
  • Chain Stitch Embroidery: $10+

To-Go Merchandise:

  • Trucker: $98
  • Hoodie: $65
  • 501 Shorts: $60

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