Heritage denim brand Levi’s is leaning into its years-long partnership with multi-hyphenate celebrity Jaden Smith.
The company tapped the model, actor and musician to put his artistic touch on a collection of 501 jeans and Type III Trucker jackets made of upcycled denim for Fall/Winter 2021. Featuring prominent black peace signs along the front and a black ribcage illustration on the back, the jacket showcases both Levi’s and Smith’s affinity for personalization and creative DIY touches. The words “Artificial Laser Focus Group” also appear on both the jacket and the jeans—which Levi’s said is a tribute to Smith’s aspirations.
“I had a lot of fun working on this collection,” he said. “It embodies my desire to cut through a room with bright light, like a laser.”
In February, the brand showcased his activist experience in its “Beauty of Becoming” campaign, a five-month project featuring a video series of 15 artists, actors and change makers highlighting their “paths to greatness” and self-discovery. The campaign centered on themes such as racial, gender, and sexual equality, climate action, and empowering people with disabilities. Celebrities in the campaign shared advice they’d give their 14-year-old selves in an effort to celebrate how far they’ve come and how they got there.
With his work in fashion stretching beyond Levi’s, Smith launched his own genderless fashion label, MSFTSrep, in 2016. He also has partnerships with brands such as G-Star Raw, and gained a footwear design accolade last year after teaming with New Balance on NB for Jaden Smith Vision Racer, a vegan sneaker made of recycled materials.
Levi’s is continuing the momentum of a successful Q3 with targeted partnerships and collaborations, some of which—like the Levi’s x Jaden Smith collection—will be offered exclusively on the Levi’s app. The brand often uses exclusive collaborations as a catalyst for boosting app engagement and delivering special offers for its most loyal fans.
The Levi’s x Jaden Smith collection will be available beginning Dec. 13 in men’s sizes S-XXL and 29-38, with prices ranging from $190-$250.