The highest-grossing animated film franchise is at the center of Levi’s latest customizable collection.
Ahead of the theatrical release of Illumination’s “Minions: The Rise of Gru” on July 1, Levi’s Tailor Shops introduced Levi’s x Minions on the Levi’s website, app and in-store.
Set in the 1970s, “Minions: The Rise of Gru” tells the origin story of how the world’s greatest supervillain first met his iconic Minion sidekicks. The collaboration riffs on this era and features an array of original Minions artwork inspired by styles of the ’70s and ’80s that fans can use to customize adult and kids jeans, Trucker jackets, T-shirts and sweatshirts.
“As any follower of the Minions movies will know, they’re fun, irreverent, and truly iconic. Just like Levi’s, they’re both instantly recognizable and beloved all over the world,” said Karen Riley-Grant, Levi’s chief marketing officer. “So the idea behind the collaboration was to bring these two icons together for a bit of mischievous fun. What better way to customize your Levi’s jeans than with a bit of Minions-style creative chaos.”
Along with pins, patches, and sundries, the collection offers a selection of customizable Minions graphics at the Levi’s Print Bar for customizable tees and sweatshirts. Graphics include Minions “engaging in a range of mischievous activities” and phrases like, “I Did My Best,” “Ba Na Na” and “100% Evil.” For denim, a selection of Minions Future Finish options is also available.
“The Minions are relatable to audiences of all ages around the globe, and we’ve been delighted to see how fans have embraced them as means of self-expression,” said Chris Meledandri, Illumination founder and CEO. “We hope the Minions continue to be a retort to the real world’s challenges and are proud to join Levi’s in this creative and joyful collaboration.”