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Kohl’s, Levi’s Partner with Country Star on Back-to-School Campaign

With the school season starting in a just few weeks for some states, Kohl’s is gearing up for the back-to-school—and they’re doing it in a big way.

The retailer announced a new collaboration with Levi’s and multi-platinum selling country singer Brett Young that showcases his favorite Levi’s jeans in a series of multichannel marketing initiatives.

The singer’s favorite denim styles include Levi’s slim fitting 511 advanced stretch and 512 tapered stretch, available in sizes 26-42W and 29-36L.

“The back-to-school season is all about denim, and we’re thrilled to showcase Kohl’s wide assortment of new styles and range of fits with Brett Young and Levi’s,” said Doug Howe, Kohl’s chief merchandising officer. “Furthermore, the Caliville collection coming to Kohl’s this fall is one more way that we’re bringing in new brands to Kohl’s and connecting with customers in new ways.”

As part of the partnership, Kohl’s has also partnered with the Young to launch an exclusive apparel collection. The Caliville collection will be available exclusively in Kohl’s starting in October and will feature graphic tees, fleece, flannels and joggers inspired by the singer’s Nashville upbringing. Prices range from $25-$60.

This collaboration is another example of how stores are fusing music with fashion this fall. Teen retailer American Eagle launched its Fall 2019 campaign with Grammy Award-winning multi-platinum-selling hip-hop artist Lil Wayne for a back-to-school collection. Merging music with fashion can boost engagement among consumers—especially younger demographics—and help tell a brand’s story.

“Bringing Caliville apparel exclusively to Kohl’s is a dream come true,” said Brett Young. “To me, Caliville represents taking risks and chasing your dreams without letting anyone discourage you, and seeing this message and clothing line come full circle in so many ways is so much fun. I’m so happy this partnership will allow us to keep spreading that message.”

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