Denim heads love an ultra-exclusive collection, and the trend for mending, embroidery and other traditional handiwork has only heightened the appeal of one-of-a-kind jeans.
Levi’s latest drop taps into this demand. The U.S. heritage brand launched Tuesday a collaboration with a homegrown hip-hop hitmaker. Just 24 pairs of the Levi’s So High Jeans jean customized with San Francisco-born rapper 24kGoldn became available on the brand’s app and subsequently sold out despite the $218 price tag.
The men’s jean is inspired by 24kGoldn’s own passion for vintage clothing. The high-rise bootcut fit is embellished with pops of colorful embroidery and a stitched butterfly patch on the seat of the jean. The details were handcrafted by Levi’s tailors.
A limited-edition 24kGoldn butterfly patch is also available exclusively in Levi’s Tailor Shops.
24kGoldn performed wearing the jeans last week at the Outside Lands music festival in his and Levi’s hometown. “When people see me I want them to catch my vibe and understand who I am through the clothes that I wear,” 24kGoldn said in a statement. “Because I think clothing, just like music, is a form of expression.”
The Levi’s app has become a source for rare indigo finds. This year, the brand released app-exclusive pieces with Tokyo graphic artist Verdy, New Balance, four-time Grand Slam singles champion and activist Naomi Osaka and more.
In 2020, Levi’s enhanced the app with the Levi’s Red Tab Member Program, which gives users free shipping (with no minimum) and personalized benefits based on their unique preferences. A key function of the app, however, has been to allow users access to its collaborations with high-end fashion brands, as well as products that are not available online.