Kohl’s is bringing back Levi’s ‘90s-era SilverTab collection for a limited time.
The exclusive wholesale retailer of Levi’s SilverTab, Kohl’s will sell the collection’s relaxed silhouettes at 600 locations through January of next year, it announced Thursday. Available in women’s, men’s and kids’ sizing, the capsule “embodies the trends of the ‘90s, refreshed for a new generation,” the department store chain said.
Originally launched in the late ‘80s, Levi’s SilverTab gained popularity in the ‘90s thanks to its focus on loose and baggy fits. Three decades later, the streetwear- and hip-hop-inspired collection is back at Kohl’s with loose and mom-style jeans, overall pants and shorts and oversized denim jackets. Non-denim styles include graphic tees, crewneck and fleece hoodies, flannel shirts, bucket hats and leather belts. An extended assortment is available on Kohl’s and Levi’s websites.
In-store, the Levi’s SilverTab collection is positioned prominently, adjacent to Sephora at Kohl’s in “an area designed to showcase new and seasonally relevant brands,” the retailer said. The in-store experience will highlight SilverTab’s ‘90s roots with “retro-inspired” imagery and mannequin displays, it added.
“Over the years, Kohl’s and Levi’s have built an incredible partnership that has brought the brand’s most popular styles and collections to millions of Kohl’s customers across the country. The relaunch of the iconic SilverTab collection is an exciting next chapter in our history together, bringing back the denim styles and fits that were worn and loved by a generation, now again more popular than ever,” Ron Murray, Kohl’s interim chief merchandising officer, said in a statement. “The addition of Levi’s SilverTab is another example of how we are modernizing our portfolio with premium and style-led offerings as part of our strategy to become the retailer of choice for the active and casual lifestyle.”
Kohl’s and Levi’s are not the only companies leaning into looser, retro denim styles. When Pacsun relaunched its denim offering earlier this month, it too leaned into ‘90s designs. The #MyDenimStory collection offers more than 200 new styles, with leg shapes including flare, bootcut, cargo, balloon, straight, mom and relaxed.
Though Kohl’s has bet big on becoming an activewear destination, shoppers this year have been looking to add on-trend denim to their wardrobes and the Levi’s partnership could help lure ’90s-conscious consumers to the department store.
Levi’s, meanwhile, is finding greater success with key wholesale partners, including Target, which is getting the denim brand into 300 additional stores.