Levi’s; the 164-year-old American heritage brand marks the 50th anniversary of the Type III trucker jacket with a superb collaboration.. Levi’s enlisted 50 influencers from around the world and asked them to customise or design their own versions of the trucker jacket, collection to be revealed Thursday at a special event with 400 lucky influencers and social media gurus to witness..
So who are these collaborators?
The influencers hail from Mexico, China, India and everywhere in between and include musicians G-Dragon, Justin Timberlake, Diplo, Justice and Tinie Tempah; designers Virgil Abloh, Jun Takahashi, Masaba Gupta, Samuel Ross of A Cold Wall and Carla Fernández; models Karlie Kloss, Romee Strijd and Irene Kim; athletes Clayton Kershaw and Robbie Rogers, editors Laura Brown, Nick Sullivan, Emmanuelle Alt, Christine Centenera, Will Welch and Caroline Issa; entrepreneur Miroslava Duma; stylist Karla Welch; YouTube personality Jim Chapman, and many more — including the evening’s performers, Chance the Rapper and Solange Knowles, and DJ, Snoop Dogg. The jackets, however, won’t be for sale, but may go up for auction at the collaborator’s discretion.
So are you ready for this Thursday’s Instagram feeds of the brand’s army of collaborators? The decision to focus on the trucker jacket comes at just the right time. Trucker jackets are having a moment. In the first half of 2017, new arrivals of the style increased by 192 percent year-over-year. In many ways, the resurgence of 1990s trends, starting in 2013 with the “normcore” movement, has helped to fuel Levi’s own resurgence as well.
I think we’ve been lucky, but also a part of that is you have to create your own luck,” says Cheung.