LEVI’S BRAND & ROLLING STONE PARTNER TO CELEBRATE RESPECTIVE 50TH ANNIVERSARIES

Levi’s® and Rolling Stone: 50 years of music and style
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TORONTO (November 13, 2017) – The Levi’s® brand and Rolling Stone announce a partnership – now available in Canada - to celebrate two unique 50th anniversary milestones: The Levi’s® Type III Trucker jacket, and Rolling Stone’s 50th birthday. Both iconic brands were founded in San Francisco, California and played prominent roles in the city’s 1967 Summer of Love movement, which shook the world and has continued to influence our culture ever since. Just as musicians have chosen to tell their stories to Rolling Stone for 50 years, many of them also chose Levi’s® as their first pick for authentic style on and off the stage.

To pay tribute to the iconic partnership, Levi’s® and Rolling Stone collaborated on a special limited edition collection of clothing. At launch, the collection will range from $78 tees to $198 Truckers.

The partnership expanded with custom content feature in Rolling Stone showcasing genre-inspired vintage pieces, like the Trucker, prevalent in the magazine’s pages throughout their 50 years.

"Modern music has been a reflection of youth culture and Levi's® has been a participant in music's cultural expression. You can draw a timeline of popular music and plot significant artists wearing Levi's® right across its history. Rolling Stone has charted this cultural history, observed every change, every moment. So we're joined by this common thread, this bond of music and culture. Rolling Stone started in 1967 in San Francisco. 1967 also marks the date that we celebrate for two Levi's® icons: the 505 jean that fronted the Sticky Fingers album cover and gave birth to the whole ripped jean look. And the 70505, or what we call our Type III Trucker, which is the definitive denim jacket. Iconic clothing and the iconic music brand. Both San Francisco born. As you can see, it was natural to celebrate these anniversaries with Rolling Stone." – Jonathan Cheung, Levi’s® Head of Design. 

“Since our inception 50 years ago, Rolling Stone’s mission has always been to shine a light on music and pop culture and give a voice to the ideas the music embraces,” said Gus Wenner, Head of Digital of Wenner Media. “Style and music go hand-in-hand, and we are thrilled to join forces with the Levi’s® brand on this authentic partnership as we both celebrate important milestones.”

This collection will be available on November 17th at select Levi’s® Stores.

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ABOUT THE LEVI’S® BRAND
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories is available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.

ABOUT ROLLING STONE
Rolling Stone, the number one brand in music publishing, has been the leading voice of music and popular culture for 50 years. The multi-media brand features the latest in music reviews, in-depth interviews, hard-hitting political commentary and award-winning journalism across many platforms including magazine, digital, mobile, social and event marketing. Rolling Stone provides “all the news that fits” to a global audience of approximately 65 million fans of the brand every month. Headquartered in New York, Rolling Stone is owned by privately-held Wenner Media and BandLab Technologies. Wenner Media also owns and publishes Us Weekly, Men's Journal and Glixel. For more information, please visit www.rollingstone.com

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