The carefree days of 2016, a time when the world was swept up in catching virtual creatures through the augmented reality mobile game Pokémon Go, may feel lightyears away, but a new collection from Levi’s aims to recreate that nostalgic, child-like spirit.
On Monday, Levi’s will release a men’s and women’s collection with Pokémon, the ’90s entertainment franchise that spawned animated characters Ash, Misty and Pikachu while garnering a massive following around the world. The collaboration marks the cartoon’s 25th anniversary and offers denim, fleeces, T-shirts and accessories like beanies, trucker hats, gym bags and socks.
Levi’s often taps into consumer nostalgia with quirky collaborations that merge the denim brand’s vast history with throwback elements of pop culture. It’s launched collections featuring Mickey and Friends, Hello Kitty, Peanuts, Star Wars and more. And while nostalgia has always been a key element of denim fashion, it’s swinging into high gear as a result of the past year’s uncertainty. According to product intelligence company Trendalytics’ first report of 2021, the sentiment will continue to guide fashion trends in the near future.
“It’s so fun to hear people talk about their love of Pokémon,” said Karyn Hillman, Levi’s chief product officer. “Everyone has their favorite. So the fact that we had this ability to play and create with so many iconic Pokémon and characters was really a special experience. It’s such a thoughtful collection that respects and celebrates the world of Pokémon, and it was so cool mixing our icons and history with theirs—it’s nostalgic and optimistic, with a little bit of escapism.”
The collection is aptly anchored by ’90s-inspired denim and features characters from the show’s first season. A vibrant green denim jacket and matching jeans are a nod to the show’s woodland settings of Kanto, Japan. A ’90s style vintage fit Trucker jacket and 551 Z authentic straight jean in stonewash indigo are adorned with an oversized embroidered Pikachu and lightning bolt patches.
The Levi’s x Pokémon collection will be available on Levi.com, the Levi’s App, in Levi’s stores, and in select retail partner stores. The collection will retail for $20-$148.