The precursor to Junya Watanabe’s tartan squares, Meadham Kirchhoff’s toweling monsters and Christopher Shannon’s anything and everything goes – perhaps – band patches have been cluttering denim for as long is, something Levi’s has no doubt been aware of since the initial launch of its Tailor Shop sideline last year.
Already this summer the brand has commissioned Petra Collins to shoot Joan Jett and Lion Babe’s Jillian Hervey, while elsewhere Alicia Keys has been appointed a face of; now the powers that be have decided to act on the aforementioned knowledge, upping its game with a series of independent record store partnerships.
Here London’s infamous Sister Ray is joined by Piccadilly Records in Manchester, Rise Music in Bristol and Glasgow’s Love Music with an all new selection of branded patches (literally, the patches are the respective logos).
Available from local Levi’s stores as well as the relevant music shops, each of the latter will also be sticking a self customised Levi’s Trucker jacket in the window with a Twitter competition set up for fans to have a chance of owning some actual denim. You gotta be retweetin' it to be winnin' it.