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Living in Blue: Levi’s Is the Latest Denim Brand to Enter the Home Category

Levi’s and Target are on a journey. It began a decade ago with the introduction of the Denizen from Levi’s value denim brand, and expanded in 2019 with the introduction of Levi’s Red Tab brand at Target stores. As part of the Red Tab expansion, Target is rolling out curated in-store displays to be set in 500 stores by the fall.

But first, a limited-edition collection of home goods is launching Feb. 28.

Levi’s and Target announced Tuesday that it will bow a Levi’s for Target collection of home and lifestyle items. This will mark the denim giant’s first home goods partnership.

The pair worked hand-in-hand to create the 100-piece collection of durably made items for the entire family across home, pets, and apparel and accessories. The assortment features items like tableware, quilts, pillows, rugs and more, “allowing guests to feel comfortable during a time when they are spending more time at home than ever before,” according to a press release.

Denim heads will find nods to Levi’s heritage throughout the collection, including the red bandana print used on pillows and bowls, dishes with a red selvedge line and glassware stamped with an icon that mimics the look of Levi’s buttons.

In keeping with Levi’s sustainable mission, items within the collection feature recycled glass, Fair Trade USA, Goodweave and FSC Wood certifications.

“We immediately connected on our mutual passion for purposeful and timeless design, with sustainability and quality at the core of everything we do,” said Karyn Hillman, Levi’s chief product officer, of the partnership. “We dialed up the best elements of our two iconic brands and discovered fresh new ways to create truly unique products to be enjoyed for years to come.”

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Levi’s partnership follows a recent announcement from Wrangler that also capitalizes on the number of people spending more time at home. The heritage jean brand collaborated with Pottery Barn Teen for a line of bedding, furniture and wall décor. Sustainable brand Eileen Fisher also launched a collection of upcycled felted denim home accessories with West Elm.

In addition to home, the Levi’s for Target collection will include the iconic Trucker jackets and sleepwear, along with pet apparel and accessories. Apparel in the collection ranges in size from XXS-3X for women, S-4X for men, XS-XL for kids, 0-3M-3T for babies and toddlers and XS-XL for pets.

“Strategic partnerships like our work with Levi’s have long been a key part of Target’s success, allowing us to offer our guests the very best national brands alongside our incredible assortment of owned brands,” said Jill Sando, Target chief merchandising officer.

“Through this partnership, we’re able to offer a collection of items guests can’t find anywhere else, with pieces that exemplify the values and design prowess of both the Target and Levi’s brands,” she added.

The collection will be available at most Target stores and beginning Feb. 28, while supplies last. Most items will retail for under $25.