Graphic tees, trucker hats, crew necks and of course, leading Levi’s denim staples. From Hawkins, Indiana direct to your wardrobe, we’re celebrating the launch of the Levi’s X Stranger Things collaboration and trust us, you should be too!
Ahead of the up coming new season release, the capsule collection pays homage to the styles of 1985, the year Season 3 of the Netflix phenomenon is set, and the partnership is nothing but the perfect fit. A hero staple of the era, the creative team at Levi’s worked closely with the Stranger Things costume designers to ensure authenticity across all areas of the products fruition, the denim leaders diving deep to explore their vaults for original garments of the 80’s to re-create them with no miss of even the finest of detail.
“The collection itself is based off a collaboration with the wardrobe team, working directly with them to build outfits for key characters and recreate them as part of the available collection. The team also brought down tons of vintage garments and authentic branding to place throughout the show when and where appropriate and natural. You’ll see characters wearing Levi’s through the episodes.”
Moulded upon two of the shows favourite characters (Eleven and Dustin) each piece of the puzzle captures the timeless style of Levi's and the unique storyline of Stranger Things. To put your mind at ease, yes they’ll appear in the show and yes you can grab yours today, you don’t even need telekinetic powers to get your hands on them! (click here to shop the range).
We think Strange will look good on you, so come in and learn more about your new wardrobe with Levi’s Lead Merchant Manager, Kate McDonell.
"From the partnerships team to merchandising and design to marketing and creative, all the way to our amazing accounts like SurfStitch, it really does take a lot of people to bring it to life."
Give us a run-down of yourself and your position at Levi’s?
My name is Kate McDonell. I am the Lead Merchant, so I drive all things Levi’s® product in the Australian and New Zealand markets.
Let’s talk Stranger Things! How did this incredible collaborative collection come to fruition?
It’s so good, eh! Our Global Business development and Partnerships lead - Adam Zloto - is a big Stranger Things fan, and recognized that Netflix organically outfitted characters in Levi’s product. So he reached out on behalf of Levi’s® to start a conversation about an official partnership. The pitch internally and externally was a no-brainer, as Levi’s in the 80’s is about as authentic as it gets, so it was very natural.
You’ve done so many collections in the past. Why is Stranger Things in its own realm?
Netflix is an innovator in the creative industry, and their quality of content is their number one priority. So when we first engaged with them the idea was to do something very thoughtful and robust. What separates this partnership is the levels of integration. First, the collection itself is based off a collaboration with the wardrobe team, working directly with them to build outfits for key characters and recreate them as part of the available collection. The team also brought down tons of vintage garments and authentic branding to place throughout the show when and where appropriate and natural. So you’ll see characters wearing Levi’s through the episodes. The surrounding collection embraces Levi’s icons but with thoughtful touches to key elements, like upside patches and red tabs, co-branding throughout and Hawkins newspaper pocket bags…
Who were the key people involved with bringing it all to life?
It was an example of a massive collaboration across a number of cross functional teams, both internally and externally. From the partnerships team to merchandising and design to marketing and creative, all the way to our amazing accounts like SurfStitch, it really does take a lot of people to bring it to life.
Let’s talk inspiration and design processes. Who makes the final calls to meet both parties messaging, and what’s the process from first putting pen to paper to eventually seeing the final product range?
It starts with high level concept and business plan, which is shared and agreed upon early with Netflix with your typical contract development. From there it transitioned heavily into the design process, led by our design team, in direct back and forth with Netflix. Netflix was great at bringing us through the essence of Stranger Things, plot twists, and creative elements to leverage. It then transitions to internal management with the Merchandising team that prepares and communicates to all our regions, who then cascade to their partners for buy in. Simultaneously marketing is introduced and the creative asset development process takes place in a constant flow of teamwork with Netflix. And the last portion is making it come to life in-store and online in which our creative assets get to shine. And the collection is then amplified by all the amazing on the ground activations including viewing parties, customization, live music and fan engagement.
What’s your favourite piece & why?
The Dad Jean – these celebrate iconic 80s fashion!
Excited for the Season 3 launch on July 4th as us? Good! Keep the excitement flowing with the official teaser below!